This post was originally posted on http://www.spotifyforbrands.com
Just back from Dmexco and a pretty hectic few days as usual. Spotify was in demand this year and we were lucky enough to hit the stage a few times through the two days. I was asked to present our Culture Next Gen Z global trends on the Debate stage which you can see below.
Exciting trends amongst this audience and Spotify sits right in the heart of what they care about, music and podcasting are huge for them and so our work with Culture Coop combined with our first party streaming intelligence has really helped create some clear insights.
One really important factor that I have discovered since moving from agency to sales is the ability to do more, more easily at my level. The array of things that get categorised under ‘more’ is significant, but on the whole they all have one thing in common, a request for money. I am not exactly sure why, but generally speaking, sales companies find budget to support a whole range of causes. We are asked by charities, by clients, by industry bodies, by trade titles and so on. It is brilliant to be able to do so much to help out and at Spotify we really support a range of different organisations. I have enjoyed that so much for the last two years, it has been very fulfilling.
Thing is, I also feel like we jump around and try to do too much / everything and although that is admirable, it is also perhaps skin deep at times. As a company we can do this to a point, but as an individual it becomes even harder. One person, especially someone who is travelling a lot and has all the usual time pressures cant do everything so more recently I have been considering what is most important to me, and what have I really enjoyed.
A number of years ago I started Speakers4schools presentations, and I have consistently been doing them ever since. I am pleased to say that we then moved from just presenting to working with an extension of Speakers4schools, NextGen who encourage their speakers to create work placements in their businesses. I am hugely grateful to my HR team who have allowed me to do this, and all the band members across the business that supported with their time and expertise. More recently I have been thinking about how to focus my energies and try to do more with less time and what is it that I really enjoy and adds value. Mentoring has always been fun, not the deep, lets meet every two weeks for years type mentoring, but the shorter, more specifics advice that when given could make a difference to someone, and even get them a job, they would otherwise of not had the chance to get.
As I reflect on our industry with a real focus now on gender diversity and indeed wider diversity, I still feel as if we are talking to the same types of groups, we still have not truly moved the agenda. My personal goal and where I can, hopefully with support of Spotify, is to try and help under privileged young adults who are not getting access to the expertise that some schools or areas do. Speakers4schools has introduced that to me, and I feel it is great in its own right, but would also serve to bring more diversity into our industry and so I wanted to explore how I could help. I need opportunities that can mould around a busy schedule so advice, mentoring, speed mentoring etc is interesting. Today I was amazed at the response to a simple tweet I sent this morning.
The response was fantastic not a ‘likes’ count, but people passionately responding and making suggestions, and it served to highlight how many amazing things are happening, and so I thought it would be great to list out all those responses so everyone has a chance to identify opportunities that they may like to get involved in.
Female mentoring with BloomUK http://www.bloom.org/the-exchange
Brixton Finishing School for underprivileged young adults http://www.hoxtonunited.com/
Media Trust http://www.mediatrust.org
IAA Speed Mentoring sessions http://www.iaauk.london/events/iaa-mentoring
DevelopHer – Elevating women through community based opps http://www.eepurl.com/bJAKKL
Creative Mentor Network http://www.creativementornetwork.org
Mediatel Speed mentoring http://www.mediatel.co.uk/newsline/2019/05/02/sign-up-for-free-speed-mentoring-2/
There are others no doubt, so add in the comments if you want to keep it all in this article. Bottom line, there is the chance to give your time, and there are different routes you can take, but for me it is time to focus and I am excited to explore how I can help!
The Spotify journey from Audio to multi sensory platform that encompasses video and audio has been a really interesting one. It continues at pace and has been infused with our unique data proposition as well.
At Demexco we took the main stage and presented it to 600+ people, here it is in all its glory. Some of the videos have been covered, so hold your breathe through a couple of those! CLICK ON THE PHOTO TO LINK TO VIDEO.
Meet Marco Bertozzi
We talk a lot about data at Spotify and how it shows a lot about how you listen to music. We have a tool that I love, which allows us to add our account and get a pen portrait on our listening habits. Now outside of this we go to great lengths to add colour to this data but I could not resist checking myself out on this relatively simple analysis about my music listening. I was desperate to see if Spotify thought I was as uncool as most people say! Turns out, it’s not so bad. Perhaps the 152 plays of Waves was a bit much and the fact I generally like Pop, Deep House and House is not appropriate for a 45yr old, but hey – keeping it real..
‘Spotify says: Marco is in his forties and has recently been listening to music in United Kingdom, where he lives. During his 6 years on Spotify, he’s streamed 15,877 tracks, which is far more than the average user. Of those streams, 4,205 were unique songs; that’s also way more songs than average. Marco changes up when he listens based on the day of the week. He listens quite differently on weekdays and weekends. Marco doesn’t listen to Spotify on desktop, instead preferring to listen on his mobile device. Marco is a lean-back listener. He doesn’t engage much with the app when listening, often having Spotify in the background; he plays songs all the way through, often letting songs from radio stations play without interruption, and he rarely skips songs. Marco has recently been jamming to Rag’n’Bone Man and John Williams, though Sia and Calvin Harris are his favourites of all time. In the last few weeks, he’s had The Chainsmokers’s “Don’t Let Me Down” on repeat. And he has listened to “Waves – Robin Schulz Radio Edit” by Mr. Probz 152 times on Spotify – more than any other song. When you compare Marco with all active Spotify users, his listening is very diverse. He listens evenly across many genres, and these genres tend to be very different: Pop, House, and Deep house. He does, however, have a strong preference for listening at specific times of day to music of specific moods. For example, Marco chooses certain times of day that need more instrumental music. Marco tends to prefer listening to his favourite music, but lately, he has been listening to more new music than he normally does. Marco listens to some nostalgic music, but not particularly often. When in the mood, he listens to songs by Howard Jones, George Michael, and John Williams.’
Learn anything? Well you learned a lot about my moods, what platforms I am listening on, type of music and how it forms part of my day. This is just a snippet of how we can work with advertisers and power their moments marketing. Understanding People Through Music will give us all insights that cant be replicated anywhere. Spotify as the worlds largest music streaming service is in a unique position to help brands do this, its an exciting proposition!
NB: Some of the above tastes are swayed by my pandering to my son’s likes! Family account coming soon!
I could have waited a month, six months, a year to write this but the biggest impact of jumping in cold water comes immediately, not after a few minutes, so I thought I would try to sum up my feelings about the change from agency to sales two weeks in.
This is not a blog about better or worse, it’s about difference. I am old enough and wise enough now to know that everyone goes to work every day and takes what they need out of work, you can only hope that you find a role that fulfils you, we spend a lot of time at work and being happy there, whatever the role is important. What I will be finding out I guess is whether I should have been doing sales all along, as many have told me, or whether I had it right first time. I feel like timing and choice of company will also impact that decision and I will come back to that shortly.
1.Clarity of focus
So 20,000 minutes later, the first thing that really strikes me is the clarity of focus. I used to describe that as ‘does it not feel repetitive talking about only one thing?’ But now I am in it, there is something liberating about having a clear focus on what your role in life is, it helps being in a brand as strong as Spotify admittedly, but nevertheless. Agencies have a lot of ground to cover and they have to be experts in many things which is hard and they do a great job of it. When I think of a planning director in an agency, they have to be strategic, understand everything from content to programmatic, keep the client service ticking over and that is not easy. That range of services and opportunities needs to be communicated to clients and so meetings have to cover so much and sometimes without the time to really go deep. When I hear people say ‘I can never get hold of someone’ I suspect it is because they have shifted their time to their clients and not meeting everyone and their dog from the outside. What appears to be a negative, is likely a positive.
On the media owner side, dark side, partner or publisher side you are there for one reason. Everyone knows you are there to talk about your brand and your proposition, the challenge for us is that we have to do a good job of that, since that is all you have to do. As an agency executive I would expect sales people to know their product inside out, ideally know what’s happening in my business and with my clients and deliver a clear and persuasive argument as to why I should spend money with you. The clarity of that purpose is quite liberating. I was in a meeting with a large global client and for me the first thing was that the relationship of our two brands was a no brainer – our audiences complimented each other perfectly. That is something as a publisher, if you have that you should be confident of it, how you then connect the two brands is just a collaboration using all the assets we have available to a brand.
2. Pace of work generates energy
I expected the pace to be different for sure, agency life runs on a different, longer term timetable, different objectives and I expected to find that on the sales side, but there is a stark difference. Of course things are shorter term, but pleasingly mixed with longer term strategies running in parallel. On top of the pace of things though comes the energy which is generated – the communication is fast and frequent, the team support each other and there is a great energy, again connected with clarity of purpose. I think that is something that 20K minutes in, I am enjoying the most. The team has great energy and I love seeing them getting behind each other, both in country and across countries.
The time in CES which I was lucky enough to enjoy with some of my European band members and some of the US as well was a joy in terms of spending time with people who are all excited and pulling for each other. The Spotify space in Vegas was real quality and I felt proud to be part of the company and especially when combined with the great people I met who all welcomed me in. I am going to spend the next week with them in NY as well, which I am thoroughly looking forward to.
Yes. Numbers are everywhere, this is a company built on understanding our business regardless of your level, sounds obvious? Well I think sales people who move to agencies may be surprised how relatively cosseted the equivalent levels in agency are from the business metrics behind what they do. At a certain level of course there is more exposure but there is so much to make sure you are on top of in a shorter term revenue business to make sure that targets are met than you would find in agency. At a large Google conference that I go to every year they split it into buy and sell side. This year it fell right on the change in my role and so I asked if I could swap and join the sales side tracks even though I was invited as buyside. It was interesting to me that on the buyside everything focused on what could we target, how could we use the data more, how can we join up channels etc. On the buyside it was far more commercial. How do we drive revenue for our valuable and scarce quality audience?
So you want to join the dark side? Well I am afraid I think it will depend on who and when you join. I wrote down the kind of company I wanted to join, and Spotify came top and I was lucky enough to get in the door. I feel comfortable in this environment because I can be passionate about a brand that is in the hand of the most sort after audiences for 2+hrs a day. I feel passionate about a brand that people love and that makes my job so much easier. The clarity of purpose suits me, the brand suits me, and the team is great so it works, albeit 20K minutes in! Agencies provide a powerful view of the landscape, you get to see everything, that variety is intoxicating so if you move to media owner side I would suggest go somewhere you care about and has a great offering, that more than makes up for the slightly more focused narrative. That said, I have enjoyed meeting some of the agency contacts I have been mates with for 20 years, that gives a whole new perspective on things. I look forward to working with all those agency friends, I just happen to be sitting on the other side of the desk.