Spotify launches Emerge program
Music streaming service Spotify has collaborated with IT corporation HP, Hewlett-Packard, to launch a program that allows users to rate artists.
The announcement:
March 6, Australia: Spotify launched the Emerge program today, an artist rating system that is controlled by users. The company has collaborated with HP to launch what will be a market first for Australia and New Zealand.
Emerge uses technology to offer a unique insight into what could be the next big thing in music, by using Spotify’s vast array of data to pinpoint ten emerging artists from the region, based on their virality (increase in streams and shares week on week). It is then put in the hands of music fans – through listening, liking, voting, and sharing – to determine who should win. Past participants have included Lorde, Macklemore & Ryan Lewis, and alt-J, before they became global success stories.
Emerge enables users to watch the competition play out in an engaging and visually appealing, graphic timeline on a bespoke, branded microsite, where the artists who attract the most attention and listens are rewarded with more prominence on the site. Spotify posts a list of the ten up-and-coming acts that get pared down each week until one is left as the winner.
Spotify Sales Director, David Raitt, commented: “Spotify aims to deliver unique music solutions for advertisers and the ability for us to harness data in this way with Emerge, is something that brands (and the music industry) can get excited about. We’re thrilled that a global brand like HP has joined forces with us to help discover and surface the best new music talent in the region.”
“The next generation of creative individuals have the ability to be innovative, forward-thinking leaders in their area of expertise and interests – whether it’s music, film or fashion – with the help of HP technology. Our collaboration with Spotify further supports innovation in music and gives up-and-coming musicians the chance to be recognised for their talents through Emerge,” said Darren Needham-Walker, Head of Marketing, Printing & Personal Systems Group, HP South Pacific.
The ten bands vying for Emerge supremacy are The Aston Shuffle (AU), MT (AU), Tom Lark (NZ), Gang of Youths (AU), Max & Bianca (AU), Miracle (AU), Gossling (AU), Chance Waters (AU), The Acid (AU), Smashproof (NZ). The winning artist will record an exclusive Spotify Session, and win HP technology worth AUD$5,000, as well as a Spotify promotional package for a future release.
The campaign launches today at www.spotify-emerge.com.au and will be supported by paid media, PR and social.
Campaign Credits:
Head of Marketing, Printing & Personal Systems Group, HP South Pacific – Darren Needham-Walker
Agency – phd
Sales Manager, Spotify – Cassandra Gilbert
Label & Artist Relations Manager, Spotify – Rene Chambers
Account Director Asia Pacific, F# – Matt Bryant
PR Manager, Spotify – Sophie Paterson
Source: Spotify press release.
