Spotify is doubling-down on its latest listener engagement tool with a marketplace to connect artists and creatives from around the world.
One of the big questions facing Spotify and other music streaming platforms is how to raise engagement. With most platforms having the same catalog as every other streaming service, companies like Spotify are searching for creative ways to attract and keep new users. They also want to give artists something other services don’t offer to encourage musicians to prioritize sharing links to their platform.
Enter Canvas. The Spotify-exclusive feature allows musicians to add 3-8 second looping video clips to their song streams. These clips play on mobile devices alongside music streams, and Spotify’s data points show they play a big role in raising overall engagement. When songs have a Canvas, listeners are…
- 145% more likely to share the track
- 5% more likely to keep streaming
- 20% more likely to add the song to their personal playlists
- 9% more likely to visit an artists’ profile page
But there is a problem. While most artists have access to Canvas, not everyone has the talent to make interesting clips. Spotify hopes to solve this with the introduction of a new marketplace that connects musicians with designers, which is rolling out today (November 19).
A post on the company blog reads:
SoundBetter is the world’s premier music production marketplace. It’s where singers, producers, songwriters, session musicians, and mixing and mastering engineers go to buy and sell the collaborative services that make music come to life.
Now, as Spotify for Artists expands access to Canvas – enabling even more artists to add mesmerizing looping visuals to their tracks – we’re also expanding SoundBetter’s offering to include a Canvas designer category. So, instead of scouring the internet for a graphic designer to work with, now you can go to SoundBetter to find the right designer for your Canvas creation needs.
