Spotify propone un modelo de negocios que consiste en cobrar a los sellos y artistas por un nuevo tipo de publicidad en la aplicación. Los lanzamientos se publicitarían dentro de la plataforma, argumentando que así alcanzarán nuevos fans.
Según un reporte de Bloomberg, Spotify busca, por presión de sus inversores, aumentar sus ingresos con la ayuda de la industria. La aplicación Marquee fue la primera aproximación a este tipo de modus operandi. La misma consiste en enviar una notificación pop up a los oyentes cuando haya una novedad; generando, de esta manera, una conexión entre el músico y sus seguidores. Mark Mulligan, analista de la compañía, explicó que están en la búsqueda de lograr “márgenes operativos más altos”. Si bien, en la actualidad, la aplicación cuenta con más de 120 millones de usuarios pagos, gran parte de estos ingresos vuelven a la industria musical en forma de regalías.
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La empresa encontró en los podcast y el mercado bilateral (el cual consiste en la conexión entre los usuarios y los sellos a través de su servicio) la clave para impulsar este sistema: la idea es vender anuncios y nuevos modos de difusión a las discográficas para generar mayores y mejores ingresos.
En sus inicios, el gigante del streaming facilitó a los artistas y sellos independientes su plataforma para que pudieran posicionarse en el mercado —dominado por gigantes como Warner o Sony—. Hoy, su mayor impulso y principal desafío radica en que los sellos paguen para promocionar a sus músicos dentro de la aplicación. Un ejemplo de esto es AWAL, que utilizó Marquee para destacar a músicos como Cold War Kids y LAUV.
Beck Kloss, vicepresidente de producto y estrategia de la empresa, explicó que aún están probando el funcionamiento de la herramienta. “Más de una cuarta parte de los usuarios que ven un Marquee escuchan la música promocionada, lo que la convierte en uno de los mecanismos de marketing digital más eficaces”, detalló.
Además, Spotify realiza inversiones millonarias que se destinan a la creación de podcast originales y estos compiten directamente con las discográficas (el tiempo que un usuario pasa escuchando podcast es tiempo que no escucha música). La plataforma sueca entiende que los podcast son una de las formas clave de aumentar sus ingresos en el futuro.
El negocio, que antes consistía en pagarle a una tienda para que pusiera los discos físicos en los primeros espacios del local, ahora se trasladó, gracias al crecimiento de Spotify, a una competencia dentro del ecosistema digital.
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