Spotify is directly targeting artists’ fans again with a marketing campaign for the surprise third album from British electronic producer, James Blake.
Titled The Colour in Anything and released by Polydor in the UK and Republic in the US, the album is out today. Blake’s biggest fans on Spotify were sent a sneak preview last night.
A mail out was sent to those that listen to Blake the most on the streaming service, directing them to the first three tracks, which were released last night, as well as the first full reveal of the Quentin Blake artwork.
The Colour in Anything was announced on Annie Mac’s BBC Radio 1 show yesterday. It has been produced by Rick Rubin and follows Mercury Prize winner, 2013’s Overgrown, and Blake’s self-titled debut in 2011.
It’s not the first time Spotify has worked with labels for a direct marketing campaign, after sending Foo Fighters marketing material to the band’s top listeners in September last year.
Before that, Spotify hadn’t allowed rights-holders to hit members of its database with targeted marketing based on their listening habit.
Later on that same month, the streaming company siphoned off the biggest fans of British band Elbow, and sent them an email promoting the upcoming tour and album from Elbow frontman Guy Garvey, and securing exclusive pre-release tickets for “Elbow’s biggest fans”.
Music Business Worldwide