[FAQ]

Hey everyone, I have a question about one of Spotify’s promotional tools.

I’ve seen the “Marquee” campaign option in my Spotify for Artists dashboard, and I’m trying to understand what it actually is. Is it just another type of ad, or is it something different?

What’s the best way to use it to promote a new single or album release in 2025? I’m most curious about whether it’s an effective use of a marketing budget for an independent artist. Does it lead to real engagement like saves and playlist adds?

[Jeff Bullas]

That is a great question to ask. Spotify’s Marquee is a unique promotional tool that every artist should understand, as it works very differently from a standard social media ad.

A Marquee is a full-screen, sponsored recommendation for your new music release. It appears as a pop-up inside the Spotify mobile app, but it is only shown to a very specific and targeted audience.

Here is what makes it effective. First, its targeting is based on a listener’s history, not on broad demographics. A Marquee is designed to reach people who have already shown interest in your music – your existing listeners, your followers, and other users who have demonstrated similar listening habits. This means you are reaching a “warm” audience that is highly likely to be interested in your new release.

Second, its primary goal is to drive active listening and long-term fandom, not just a passing stream. According to Spotify’s own data, listeners who see a Marquee are often more than twice as likely to save a track from the new release or add it to their personal playlists. These actions are powerful signals to Spotify’s recommendation algorithms and can help your music get placed into algorithmic playlists like Discover Weekly.

Third, it is a paid tool with a clear cost structure. You typically set a budget for a campaign, and you are charged on a cost-per-click basis. This means you only pay when a listener actually taps on the Marquee to listen to your new release.

It is important to understand that Marquee is primarily a tool for re-engaging and activating your existing or likely fanbase for a new release. It is less about broad discovery by people who have never heard of you and more about converting your casual listeners into more dedicated fans.

In summary, a Marquee campaign can be a very effective use of a marketing budget if your goal is to make sure your existing fans listen to, save, and add your new music to their playlists. It is a powerful tool for driving deep, on-platform engagement for a new single or album.

Cheers,

Jeff

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