Paul Hanrahan
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A lot of organisations are actively engaging on social media platforms like Twitter and Facebook, but what about Spotify? The music streaming service is probably seen first as a distribution platform for those directly involved in the music industry. But other arts and cultural organisations can benefit too.

Using playlists

We see real potential for engagement through creating Spotify playlists that can be used to connect with audiences around a genre or era of music. It’s an intimate way of connecting with people in a space they’re already active in. A Spotify playlist is flexible enough that cultural organisations from any art form could create a soundtrack for a piece of work, an exhibition, a character or simply to set a mood.

Hands Up for Trad, an organisation that promotes traditional Scottish music, is among the organisations  deploying Spotify in their digital marketing. They have created a series of Spotify playlists that relate to specific events, which in turn are connected to the music they promote.

Among these playlists is the BBC Radio Scotland Young Traditional Musician Awards, in which Hands Up for Trad have collated a playlist of songs by the award winners. They’ve also pulled together a playlist for their own award ceremony, the MG ALBA Scots Trad Music Awards, which features a selection of music by the nominees and winners.

Composer Simon Thoumire who created Hands up for Trad, spoke to us on Twitter to explain that the team are using Spotify in a bid to improve sales and bookings, as well as raise awareness.

Spotify can make big difference to performer sales /bookings so we are trying!

Music is a powerful and personal means of connecting with your audiences. It can also add to your authority in the mind of the visitor.

Plus, if they like and save your Spotify playlist, you have a reminder right there every time they log on. Not bad for a few hours work!


Main image credit: Spotify Cards by Andrew Mager (CC BY-SA 2.0)