Spotify Marquee: Beta Launch for Artist Ad Tool

Spotify Unveils New Creator Tools and Platform Enhancements

During a live event, Spotify revealed a suite of new tools and resources designed to empower creators. These updates include the broadening of the Marquee promotional tool, the initiation of beta testing for Discovery Mode, and the universal availability of the Canvas looping visual feature for all artists.

Expanding Promotional Capabilities with Marquee

Launched in 2020, Marquee enables artists and their teams to amplify new releases via full-screen, sponsored recommendations presented to both premium and free users. Spotify reports that users encountering a Marquee promotion are twice as likely to save the associated track.

A key change is the introduction of a self-service purchasing option for Marquee. This allows artists to independently schedule campaigns with the same ease as updating their artist profiles.

Initially, this self-service functionality will be available in the United States. Expansion to the United Kingdom, Ireland, Australia, and New Zealand is planned for this summer, with further global rollout to follow.

Introducing Discovery Mode for Enhanced Visibility

Spotify is also initiating a beta program for Discovery Mode, an audience development tool. This feature empowers artist teams to designate tracks they wish to prioritize for discovery, including through Spotify’s algorithmic recommendations.

Preliminary testing indicates that Discovery Mode can lead to increased royalty earnings for labels through broadened music discovery. Importantly, utilizing this tool requires no initial financial investment.

Canvas Now Accessible to All Artists

The Canvas feature, which allows artists to add looping visuals to their music, is now available to all creators on the platform.

This provides a new avenue for artistic expression and engagement with listeners.

Spotify for Artists Platform Gains Multilingual Support

Alongside its expansion into 85 new markets globally, Spotify’s Spotify for Artists dashboard will now support 25 additional languages.

This enhancement aims to make the platform more accessible and user-friendly for a wider range of artists worldwide.

Spotify’s Commitment to Artist Growth

Charlie Hellman, Spotify’s head of Marketplace, emphasized the company’s dedication to artist feedback and continuous improvement. He stated that Spotify is focused on providing new avenues for self-expression, discovery, and playlist pitching.

Hellman also noted the increasing adoption of Spotify’s tools by artists and labels of all sizes, suggesting that these developments represent only the beginning of future innovations.