Business News Digital

Spotify collaborates with Foo Fighters on promotional email

By | Published on Monday 7 September 2015

Foo Fighters

There was a flurry of excitement in music industry circles last week – did you feel it? I felt it, it was a flurry, and it was exciting – as Spotify sent out an email to some of its users plugging a competition to win Foo Fighters tickets and merch ahead of the band’s UK concert dates.

The email was seemingly targeted at people who have listened to sufficient quantities of the Foo Fighters’ oeuvre on the streaming platform, with the email saying, “You are receiving this exclusive email offer because you are one of the Foo Fighters top listeners on Spotify”.

The flurry of excitement wasn’t to do with the competition prizes on offer, though, but rather that Spotify was collaborating with an artist on some email marketing, targeted based on the streaming service’s listening data.

Such a thing was discussed during the CMU Insights @ The Great Escape strand on music marketing earlier this year, when Cooking Vinyl’s Sammy Andrews raised the prospect of Spotify offering this service to the streaming platform’s Director Of Label Relations Will Hope. At the time he expressed caution about Spotify users being on the receiving end of a flood of promo emails, but said that creating better channels via which artists can connect with fans was on the company’s agenda.

It’s thought that Foo Fighters are the first band to have participated in such targeted promotion via Spotify. The streaming service hasn’t commented on that specific artist tie-up, though told Music Ally: “We’re always testing out new ways to connect artists to their fans”.