MSc
MARKETING & CREATIVITY
SPOTIFY
APP CONCEPT
london, united kingdom
AS PART OF THE STRATEGIC MARKETING PLAN COURSE WITHIN MY MASTER'S AT THE ESCP BUSINESS SCHOOL, I WORKED ON A PROJECT TO DEVELOP A STRATEGIC MARKETING PLAN FOR SPOTIFY. THE ASSIGNMENT INVOLVED DISCOVERING NEW REVENUE STREAMS FOR A BRAND AND DEVELOPING A CONCEPT AROUND IT.
WE FOCUSED ON DEVISE MODELS FOR THESE NEW REVENUE STREAMS, AND OUR PROPOSED SOLUTION WAS CALLED TUNETUTOR, WHICH SERVED AS AN IN-APP INTEGRATION FOR THE EXISTING SPOTIFY APP.
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TuneTutor offers a scalable range of features, catering to everyone from casual learners to serious enthusiasts. To start, we're introducing basic functionalities like chord displays synchronized with songs, making it easy for beginners to learn their favorite tunes. For a more immersive experience, users can filter songs by instrument, prioritizing popular choices like acoustic pianos, stringed keyboards or electronic instruments.
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Our expansion into music education is timely, especially given the effectiveness of online learning. A survey surprisingly found that 39% of music teachers reported better student progress after transitioned to online teaching during the COVID pandemic than traditional classes. Integrating a platform like Yousician within Spotify, which boasts over 25 million users worldwide as second pillar of our concept, we can provide real-time feedback and interactive lessons, enhancing the learning experience.
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Collaboration is also key to our third pillar. By partnering with music schools and instructors, both large and small, we can create a network that makes music education accessibleglobally. Yamaha Music School, with its decades of experience and commitment to nurturing musical talent, is an ideal partner. Together, we can seamlessly integrate music experiences online and offline, enriching lives through music.
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Looking ahead, we're exploring options like platform-based instrument sales and rental services. Partnering again with Yamaha, a market leader commanding 26% of the UK musical instrument market, ensuring quality and reliability.
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To maintain the quality of music education offerings, we suggest partnering with the International Society for Music Education (ISME) the leading international organization for music education with members in over 80 countries and affiliation with UNESCO, as an external and independent accrediting body. Their expertise and global reach will ensure that TuneTutor meets the highest standards of music education.
By providing users with the chance to compose and learn music independently, up-and-coming musicians can be found and helped. As a result, both Spotify and the new artists benefit from increased diversity and originality. Spotify might implement "Original Spotify Artist" badges—like those found in Netflix Original Shows—to give users who learn skills through the app extra credit. Users might become more motivated and more devoted to the platform as a result. By aligning with Spotify's mission to unlock human creativity and inspire billions of fans, this innovative approach seeks to propel both aspiring musicians and the platform to new heights of artistic expression and engagement.