this post was submitted on 17 Dec 2023
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Sometimes, I see some of the takes on here, and it's hardly surprising that the fediverse isn't particularly popular.
Spotify are somewhat responsible for their current position. They hired too many people, extended into markets they didn't need to enter, and have a CEO that has blown money in places that didn't need it. Let's not forget that Spotify spent $300m on sponsoring FC Barcelona, which could have allowed Spotify to employ ALL of the employees it laid off for 1-2 years. Spotify had no need to give $200m to Joe Rogan, either! That's half a billion spunked up the wall on decisions that have done nothing for the company but cause grief. Instead, they could have focused their efforts on paying more out to smaller artists that provide the long tail for their service, while also making deals to promote merch and tour dates where possible.
With that being said, if you think that Spotify didn't play a huge part in making music streaming accessible you're just being contrarian for no reason. They provided (at the time) a solid application, good connectivity with services like last.fm, and had the social connection sorted from the start. Once phones took off, Spotify removed the need for mp3's for the majority of people, largely killing iTunes. Spotify was the winner of the music streaming wars.
Frankly, a lot of people were praising Spotify for their "good" severance package, but IMO shareholders should be livid, and should be calling for a new person at the helm.
I doubt Joe Rogan and Barcelona has only caused grief. There’s a reason huge companies throw absurd amounts of money on advertising and right deals. It’s often lucrative and worth it.
As we don’t have the numbers we can only speculate in what return they got on those deals. But it was most definitely not 0.
Tour deals, merch and independent artists are great, but you do not reach critical mass when it comes to a general audience that way. It’s basically like trying to advertise on the Fediverse versus advertising on Reddit.
Marketing like that doesn't have solid numbers. Did sponsoring FC Barcelona cause people to signup to Spotify? How many? How much revenue did they get from each one?
Even when people fill in the "where did you hear about us?" option during signup, the data there is murky, at best. You can try to do tracking like "we saw a 20% increase in signups during and immediately after FC Barcelona games", but that's still just a proxy measure. Maybe it isn't 20%, but more like 2%, and that could easily be noise.
These deals tend to have an amorphous "increase in brand awareness" that has little hard data to back it up.
I can take your word for it, or I can consider the fact that basically every major company in the world does it. Somehow I don’t think it’s totally useless.
Yeah, that dude's take reads just like climate science denial and flat earth conspiracies.
People who are good at marketing have convinced people with money to do it, yes.