Spotify Chords - Creating Music Moments

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SPOTIFY CHORDS CREATING MUSIC MOMENTS.

Ryan Cunningham | rydcunningham.com | @rydcunningham


1.5 years of practice

5 guitars

(2 shown)

6 hours on Spotify per day

>30minutes of practice per night

MUSIC IS A BIG PART OF MY LIFE


BUT PRACTICE TOOLS ARE LACKING

Of those surveyed, nearly 100% are unsatisfied with their preferred practice app

Survey conducted from 12/2/2015 through 12/10/2015


MUSICIANS WANT RESOURCES THAT ARE

ü  Organized

ü  Mobile-optimized

ü  Interactive

ü  High-quality


A BETTER WAY


RIFFSTATION IS CLOSE BUT NOT QUITE THERE

Great automatic chord detection, very interactive… average quality, poor organization


SPOTIFY ON THE OTHER HAND…

•  Richly organized content

•  Desktop and mobile-optimized

•  Highly interactive

•  Massive trove of high-quality music


THE MAKINGS OF A PERFECT PARTNERSHIP

ü  Intuitive

ü  Interactive

ü  Organized

ü  Content-rich


HOW DOES IT WORK


WATCH CHORD CARDS SCROLL ONSCREEN

“ As an aspiring musician, in order to learn how to perform my favorite songs I want to be able to see the song's chords onscreen. ”

User story


CHOOSE YOUR INSTRUMENT

“ As an aspiring musician, in order to practice playing a song with multiple instruments I want to be able to switch between different instruments. ”

User story


CUSTOMIZE YOUR PLAYING EXPERIENCE

“ As an aspiring musician, in order to adjust the key of a song I want to be able to use a capo. ”

User story


OTHER FEATURES & PRODUCT ROADMAP

?

Tempo adjustment Community editing

Additional instruments Full chords

Adjust speed for better practice

Rate, sync, and revise chordsets

Show all chords of a song

Banjo, mandolin, bass, etc.


THE CASE FOR “WHY”


IF WE ESTIMATE THE MARKET SIZE…

8% and 22% of U.S. and U.K. play a musical instrument(1)

33% who don’t play want to learn(1)

40% of Spotify users surveyed(2) play or are learning to play an instrument

70% look for chords and tabs online

An estimated 12 million(3) would be excited to use Spotify Chords

1.  U.S. Census Bureau, 2012. MIA YouGov survey, 2011 2.  Survey conducted from 12/2/2015 through 12/10/2015 3.  Assuming 75 million users as of June 2015: http://bit.ly/1ZRDUvL


THINGS LOOK REALLY GOOD FOR BOTH PARTIES

Potentially 8.5 million(1) free users spending more time on the platform

~$250 million(2) addressable market via Premium conversion

Massive revenue opportunity

20 million user marketing opportunity for Riffstation desktop app

Potentially $14 million(3) in downloads

Sizable revenue opportunity and marketing partnership

1.  Assuming 55 million free users as of June 2015 2.  Premium & Free ARPU at ~$70 and ~$3 per year (musicbusinessworldwide.com) 3.  2% assumed CTR, $34 Riffstation desktop license


IT’S CENTRAL TO SPOTIFY’S VISION

Concerts Lyrics Behind the Lyrics

“______ MUSIC MOMENTS”


“CREATING MUSIC MOMENTS”

CHORDS


THANK YOU.

Ryan Cunningham | rydcunningham.com | @rydcunningham


APPENDIX Success metrics Survey data User persona


SUCCESS METRICS


SURVEY RESULTS


WHO IS THIS FOR? MEET LERA

Wants to record quality covers of her favorite songs and

originals she’s written

Less than 2 years of practice

Plays guitar primarily, also piano / ukulele

Discover Weekly

Prefers Indie, folk, Americana


LERA’S STORY

“ As an aspiring musician, in order to learn how to perform my favorite songs I want to be able to

see the song's chords onscreen. ”

Spotify Chords - Creating Music Moments

Technology

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