SXSW: ND and Spotify- Our Playlist, Our Story

Presented by:Christianne HarderFighting Irish Digital Media

Our Playlist, Our Story

Jordan GremliSpotify

@CNHarder @JordanGremli

Friday, February 21, 14

Thank youThis panel would not have been possible without some very special people:

Data Assistance:• Simply Measured & Spotify’s

Analytics teams• Brian Fremeau

Visuals• Tim O’Connor, Presentation• Ryan Camden, Video

Guidance• Brian Snyder, GolanHarris• Marco Serna, FIDM


The Story of Notre Dame Athletics and Spotify

Why Notre Dame? Why Spotify?


What was important to Notre Dame Athletics

• Easy to use for a late adopter social media audience

• Seamless integration with Facebook and Twitter

• Ethical treatment of their artists• Huge music library• No barrier to entry


What was important to Spotify

• Lots of engagement• Varied, exciting content with an ‘end

goal’ in mind• Needed a ‘Gold Standard’ to show

others how it’s done and show impact of Follow


Spotify Follow• Spotify launched ‘Follow’ in December

2012• Users can Follow artists and profiles they

like• Gives you a captive audience: notifications

whenever you do anything on the service• Engage w/fans directly through music, not

textFriday, February 21, 14

Our Team, Our StoryWho tells the Notre Dame story?• National news media• Notre Dame Media Relations

How do you change the perception from “Notre Dame,” the idea, to Notre Dame, the reality?


Tell your own story...Use a medium that is universal and cannot be “spun” Music is universal, authentic, and captures the imagination.


Started from the bottom...


...now we here:


The playlist that brought Notre Dame the most national attention.


In one year...• 85 Playlists• 40,000+ Bit.ly Clicks• 24 sports, Boxing Club, Coaches,

Athletics personalities and Leprechaun Legion have playlists


#HitPlay


The Team


The Coach


Special Occaision


ND Branded


To curate, or not to curate?•Spotify is really good if you know what you’re

looking for, but room for improvement in music discovery

•Launched Browse (experts), Discover (algorithms), Follow (friends)

•Multiple options to find new music – Spotify can do it all

•Looking for as many profiles like ND-Athletics as


Impact of Playlists•Spotify Playlists are the new radio stations•Spotify drives sustained listening. People

discover new music from trusted curators, add it to their own playlists, and share it with their friends

•Anyone can have an impact


Lorde

Sean Parker adds ‘Royals’to ‘Hipster International’

Lorde Spotify ‘Homepage Takeover’

“Royals’ debuts on Billboard Top-100

“Royals’ debuts on Spotify Top-100 list

‘Royals’ debuts on Spotify Viral Chart

Spotify Streams (US)

“Royals’ reaches #1 on Spotify Viral Chart

Lorde plays first US show

Tuesday, July 30, 13


Lorde


Impact of Playlists•Playlists can also have huge impact on the

curators - Our new Program Directors!•The more followers, the bigger the captive

audience •More user engagement = better fan experience

= more tix/merch [stats for this?]•Again, ANYONE can have an impact


Occasionally ND curates…•20% of Fighting Irish playlists are curated (16

of 85)•Used for special occasions, ex. Under The

Lights playlist for NDFootball vs USC’s night game

•Crowd-sourcing vs staff collaboration


Spotify + Tickets


Spotify + Live Stream


Let’s talk numbers


Who is #NDNation on Social?


Followers vs. Bit.ly Clicks


All Olympic Sports on Spotify


The promotion strategy on social used to look like this...•8:30 am ET- Schedule of games•10 am- Buy Tickets•12 am- Press Release•2 pm- Buy Tickets•4 pm- Here’s the link to the live stream•5 pm- Game is live


...with Spotify, now it can look like this.


Questions?


Presented by:Christianne HarderFighting Irish Digital Media

Our Playlist, Our Story

Jordan GremliSpotify

@CNHarder @JordanGremli


Entertainment & Humor

SXSW: ND and Spotify- Our Playlist, Our Story