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People who are passionate about sharing their love for specific types of music.

Because it fits into Spotify’s identity as an app which is all about bringing together communities of people. Social media reach is integral in doing so. If Spotify wants to truly dominate the music streaming scene, it has to expand its reach to a variety of target audiences. Spotify’s other social media accounts have also reflected this trend. If we were to consider the previous statistic of Spotify having 299 million active users, 5.9 million followers is a mere 0.6% of its total users and does not seem like a reasonable number. Looking at its current Instagram account, Spotify has a total of 5.9 million followers. One clear gap in Spotify’s digital marketing strategies is its use of major social media accounts like Instagram, Twitter and Facebook. While Spotify has already established itself as a frontrunner in the music streaming industry, I believe there is still more potential for Spotify to spread its reach through social media advertising. The real question is, how did Spotify manage to achieve such a feat despite the backlash? Instead, Spotify went on to implement digital marketing strategies that skyrocketed its business.

With the negative press received from these music artists back in 2012, Spotify did not let this deter them from making breakthroughs. M any artists saw this as a subtle form of piracy and an infringement on their rights to be paid for their efforts in producing good music.

In particular, Spotify functions as a “Freemium” application which allows the free consumption of music by all with the only limitation being the existence of audio advertisements in between songs. Because of Spotify’s controversial modes of paying artists for their contribution to the music streaming site. Piracy, file sharing and streaming have shrunk the numbers of paid album sales drastically, and every artist has handled this blow differently. In my opinion, the value of an album is, and will continue to be, based on the amount of heart and soul an artist has bled into a body of work, and the financial value that artists (and their labels) place on their music when it goes out into the marketplace.