Spotify is launching a new global brand to ‘connect with Black audiences’

 Spotify is launching a new global brand to ‘connect with Black audiences’


Spotify is launching a precedence global “Umbrella” brand centered on reaching Black customers.

That’s in accordance to a new job ad noticed by MBW for a Los Angeles-based Hip Hop and R&B Manager, whose remit will embody an goal to “Build [this] Umbrella brand to connect with Black audiences”.

Joining Spotify’s Artist & Label Partnerships staff, the profitable applicant will want to be “well versed and proficient in artist partnerships, podcasts, and marketing processes,” so as to inform “negotiation tactics and value exchange for [the] newly formed Umbrella brand”.

Obviously sufficient, it doesn’t appear seemingly that the brand is truly referred to as “Umbrella”; extra of a chance, you’d assume, is that a lot of Spotify’s branding exercise related to Black audiences will quickly fall underneath the as-yet-unnamed new creation

The mysterious new “Umbrella” brand, says Spotify, will “live both on and off platform” and shall be a global concern – suggesting a main above-the-line marketing campaign could also be within the works to market it.

The Hip Hop and R&B Manager is tasked with utilizing the “Umbrella” brand so as to “increase brand market share of target audience, build brand awareness, and spark innovation”.

This profitable applicant, the advert continues, will “support core Hip Hop / R&B ALP and Editorial teams on global cultural programs across the organization, providing industry insights and best creative practices to launch [the] global umbrella brand”.

Spotify already has one premier hip-hop brand, after all, in RapCaviar.

Spotify’s third hottest global playlist, it’s at the moment adopted by 13.four million folks – equal to almost 5% of the 299m Monthly Active Users that SPOT counted on the finish of June.

RapCaviar has additionally branched out into dwell occasions, with Spotify launching the RapCaviar Live collection of concert events in 2017 in tandem with Live Nation.

Apple launched its personal overt rival to RapCaviar – playlist brand Rap Life – final yr.

Could Spotify’s flagship RapCaviar brand quickly change into a key subsidiary of Spotify’s new ‘umbrella’ launch? Watch this house.

Meanwhile, in presumably associated information, but in addition presumably not associated information, Spotify seems to be launching a new “hub” on its platform referred to as “Curated by Black”.

That is in accordance to a second job advert noticed by MBW right this moment, for a Los Angeles-based Editor, Culture Curation.

This particular person will “develop, create, manage editorial playlists with hypotheses around genres, subgenres, and cultural moments targeting diverse demographics within the Black audience for deeper engagement”.

Candidates will want to have 5 or extra years’ expertise within the music trade to be thought of for the function, together with editorial/programming music for radio or different media networks.

They can even be “able to lean on a good reputation and a strong network within the urban music industry/community”.

Adds the publish: “The Editor, Culture Curation, will be responsible for identifying cultural moments and content gaps to curate playlists and programming shelves that will primarily live within the new “Curated by Black” hub and, the place attainable, different related hubs round music tradition.

“You have a deep knowledge of music, entertainment and culture when it concerns urban music and its music marketplace in general, and you are also an expert when it comes to knowledge of relevant artists, festivals, history, newcomers, influencers – basically everything to do with the diverse lifestyle and culture there.”Music Business Worldwide


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