Socializing Music

About Spotify
World’s most popular audio streaming service

Founded in 2008 574 million+ views

100 million+ music tracks 5 million podcasts

226 million premium subscribers 46% global conversion rate

Problem Statement:
Apart from the yearly Wrapped which has been a huge hit across the globe, Spotify still lacks the social
element in its app. After running a few research studies, it was found that the biggest source of discovering
new songs is via recommendations from friends and/or via Instagram reels shared by users’ friend circles.
We wish to build upon this research study and elevate the social features on the Spotify platform which can
be adopted worldwide and not just in India.
Market Opportunity
14.7% CAGR
$ 30 billion market in 2023 $ 103.07 billion market in 2030

Global Players Local Players

Market Share
Key research observations: Others
Deezer
Yandex
Spotify
• One in three use social media to share music they like Netease
with friends and family
Youtube
Music
• Live experiences are still at the heart of music fandom

• People gravitate towards music they are familiar with Amazon

Music Apple
Tencent Music
Music
 User Personas
Riya Arjun Nisha
28 years old 31 years old 22 years old

Working Businessman College Student

professional

• Listens to her favorite songs • Loves to hear his preferred songs • Loves to party, goes to clubs/bars
every day most of the time often
• Keen to find new songs but not • Infrequent changes to song • Tired of listening to same songs
sure from where selection but is willing to explore all the time
• Moods keep changing every day • Doesn’t like sharing the same • Wants to recommend songs to
but songs remain the same songs on social media the DJ but can’t
• Lazy to explore the vast data of
PAIN POINTS PAIN POINTS
songs. Feels too daunting
• No way to ensure song • Not able to suggest new songs in a
PAIN POINTS recommendation which would be an club and enjoy her vibe
• Current suggestions on Spotify do instant hit and also be easy to share
not reflect mood on social media
Feature 1: Spotify Medley
Overview:
• Spotify Medley aims to create a medley of the top 5
played songs by a user in a month
• This is done with the help of Generative AI
• This same medley can be shared with friends on social
media
• User can also upload the song on social media, so as to
play in the background of stories, posts, reels & tiktoks
User Flow:
1. On the Home page, at the end of every month,
the user will see an AI generated Mashup of all
his favorite songs
2. That song can be played, and if the user likes it,
he can add it to his social media library by
clicking on the upload button at the bottom left
corner of the screen
3. While upload on social media, this medley can
be used as background music
Feature 2: Spotify Vibes
Overview:
• Spotify Vibes allows you to set the tone of the app
based on your current mood.
• Song recommendations would be based on your
current feelings.
• Background theme would reflect the mood as well
• This feature can be disabled by choice

User Flow:
1. On the Home page, user sees the Vibes toggle
on the top right corner of the screen and
switches it to “On”
2. The user is taken the Vibes page where he
selects his vibe
3. He can also select the mood based on situations
4. Song recommendations and background theme
would change accordingly
Feature 3: Inbox
Overview:
• Songs to be made available to share on Spotify,
along with social media apps
• Inbox tab to be created where messages and song
shares to be done
• Sharing can be done only to the followers, for
privacy reasons

User Flow:
1. User follows the as-is flow of tapping the share
icon on a song’s page
2. Spotify inbox option to be tapped on
3. List of followers displayed to whom the content
can be shared
4. Selected followers receive the song from the
user
Feature 4: Spotify Clubhouse
Overview:
• Clubhouse enables users to vote
on their favorite songs when in
a club so that the Dj can play it
• User and DJ versions are
different

User Flow:
1. User selects Clubhouse tab on
the bottom
2. User selects the club he is in.
Nearest clubs are shown on
screen
3. Ranking based on current
voting is shown in the club.
User can add his song or vote
from the ranking list
4. Songs get removed after DJ
plays them
GTM Strategy
Pre-launch Launch Post-launch

1. Feature Development 1. Marketing channels 1. Feedback mechanism

• Design and technology • Identify communication • Establish feedback channels
development based on user channels based on user • Track reviews, bug reports,
stories profiles suggestions
• Strategic tie-ups with clubs, • Create content and its • Identify and track success
bars, DJs etc. calendar metrics
2. Beta Testing 2. Teaser Campaigns • Identify areas of
• Testing on select sample • Launch teasers on social improvement
size media and Spotify 2. Reiteration
• Feedback gathering via • Countdowns, articles, sneak • Incorporate bug fixes,
focus groups, forms, etc. peeks, etc. feature enhancement ideas
• Feedback incorporated for 3. Educational campaigns
final version • Rollout through in-app
tutorials, stories, etc.
• Focus on value proposition
Prioritization
FEATURE REACH IMPACT CONFIDENCE EFFORT SCORE PRIORITY

Spotify 7/10 1 50% 3 1.17 4

Medley
Spotify Vibes 9/10 1 80% 2 3.6 3

Inbox 10/10 3 100% 1 30 1

Spotify 7/10 2 80% 3 3.73 2

Clubhouse
Success Metrics
Spotify Vibes: Spotify Medley:
• Length of feature usage per user • CTR on medley
• Time of Vibes “On” vs “Off” per user • No. of Medley shares
• Feature usage vs app usage time • No. of uploads on social media
• CTR • Avg. no. of platforms per user
• Bounce rate where medley is uploaded
North Star Metric
Average app usage time
(Total time spent in app per
month/30)

Inbox: Spotify Clubhouse:

• No. of songs shared per user • CTR
• Conversation duration • Total vote count per day per month
• Avg. no. of chats per user • Rate at which top songs played by DJ
• Weekly active users on Inbox • No. of top songs played
• Session frequency
 Thank You

Parth Tyagi
[email protected]
https://www.linkedin.com/in/parth-tyagi