What Is Spotify Marquee? A Comprehensive Guide for Musicians and Labels

Spotify Marquee is a powerful promotional tool designed to boost visibility for new music releases on the popular streaming platform. Launched in 2019, this feature allows artists and labels to showcase their latest singles, EPs, or albums directly to targeted listeners when they open the Spotify application.

How Spotify Marquee Works

Marquee displays a full-screen, sponsored recommendation to both free and premium Spotify users. When listeners open the app, they're greeted with a visually striking advertisement for new music, complete with artwork, a brief description, and a call-to-action button prompting them to play the release.

The tool uses Spotify's algorithm to target users based on their listening habits, ensuring that the promoted music reaches those most likely to enjoy it. Spotify's algorithm analyzes multiple data points to determine ideal audience, considering previous listening history, genre preferences, artist follow status, engagement patterns, and geographical location.

Benefits of Using Spotify Marquee

1. Increased Exposure

The primary advantage of Marquee is the significant boost in visibility it provides. Placing new releases front and center when users open Spotify dramatically increases the chances of attracting both existing fans and potential new listeners.

2. Targeted Audience Reach

Marquee allows artists to target specific audience segments based on listening behavior. This includes active listeners, previously active listeners, and even potential new fans who have shown interest in similar genres.

3. Enhanced Engagement

Spotify reports that users who see a Marquee and stream the promoted release are three times more likely to explore the artist's other music. This "halo effect" can lead to increased overall streams and fan engagement.

4. Detailed Analytics

Marquee provides comprehensive campaign performance data, including listener demographics and engagement rates. This valuable information can inform future promotional strategies and help artists better understand their audience.

Potential Drawbacks

Cost Considerations

While Spotify has reduced the minimum campaign spend from $5,000 to $100, the pay-per-click model can still be expensive for independent artists. With reports of costs up to $0.50 per click, smaller acts may find it challenging to compete with larger, well-funded artists and labels.

Limited Availability

Currently, Marquee is not available in all regions, and eligibility requirements may exclude some artists. In the United States, for example, artists need at least 15,000 streams in the past 28 days to access the self-service tool.

Should You Use Spotify Marquee?

The decision to use Spotify Marquee depends on several factors:

1. Budget. Can You Afford It?

Spotify Marquee operates on a pay-per-click model, with campaigns starting at a minimum spend of $100 when booked through Spotify for Artists. This makes it accessible to many artists, but the cost can quickly rise depending on the scale of your campaign and the audience size you want to target.

It's important to point out that Marquee offers a high return on investment compared to other advertising platforms. Studies have shown that Marquee delivers an average of 10x more Spotify listeners per dollar spent than social media ads. Even campaigns with lower performance metrics reported 5x more listeners per dollar compared to similar social ads.

For artists with limited budgets, it’s important to weigh the potential costs against the expected benefits. If you’re promoting a high-stakes release — such as a debut album or a critical single — Marquee could be worth the investment. On the other hand, if your budget is tight and your focus is on long-term organic growth, you may want to explore other promotional tools like playlist pitching or social media outreach.

2. Audience. Do You Have an Engaged Fanbase?

Marquee works best when targeting listeners who are already familiar with your music or who have shown interest in similar genres. The platform allows you to segment your audience into categories such as:

• Core listeners. Fans who have streamed your music frequently.
• Recently interested listeners. Users who interacted with your music within the past 28 days.
• Potential new listeners. People who enjoy similar genres but haven’t yet discovered your work.

Artists with an organically built fanbase tend to see better results from Marquee campaigns because they can leverage their existing audience while also reaching new listeners in adjacent niches. If you’ve been actively growing your fanbase through consistent releases and engagement on social media, Marquee can amplify those efforts by targeting fans who are most likely to engage deeply with your music.

However, if you’re just starting out or have minimal streaming data, you may not meet Spotify’s eligibility requirements for Marquee campaigns (e.g., having at least 1,000 followers or 5,000 streams in the past 28 days). In such cases, focusing on building an organic audience first may yield better long-term results.

3. Release Strategy. Is This the Right Time?

Timing is critical when using Spotify Marquee. The tool is designed specifically for promoting new releases — singles, EPs, or albums — and is most effective during the first three weeks after a release goes live. Launching a Marquee campaign on release day ensures maximum visibility and engagement, as it targets users when excitement around the new release is at its peak.

For example:

• Release day campaigns. Starting a campaign at midnight on release day can generate immediate buzz and drive streams from both core fans and new listeners.
• Post-release campaigns. If you prefer a delayed boost in streams, starting a campaign up to four days after release can help reach users who haven’t yet discovered your music.

In addition to timing, consider how Marquee fits into your broader release strategy. For instance:

• Use it alongside pre-release singles to build momentum for an upcoming album.
• Combine it with playlist pitching to maximize exposure across multiple channels.
• Target international markets by staggering campaign start dates across different regions.

If you aim to create a splash around a major release or maintain momentum during an album rollout, Marquee can be an invaluable tool.

4. Goals. What Are You Trying to Achieve?

Your primary objectives will heavily influence whether Spotify Marquee is right for you. This tool is particularly effective for artists looking to:

• Increase visibility. By placing your music front and center on Spotify’s app interface, Marquee ensures that your release gets noticed in a crowded digital landscape.
• Boost engagement. Listeners who see a Marquee are more than twice as likely to save tracks or add them to playlists compared to those who don’t see one. Additionally, users who stream a promoted release are three times more likely to explore the artist’s back catalog.
• Drive long-term growth. Beyond immediate streams, Marquee creates a "halo effect," encouraging deeper engagement with your entire body of work over time.

If these goals align with your promotional strategy — especially if Spotify is a key platform for reaching your audience — Marquee could be an excellent investment.

However, if your goals are broader (e.g., building brand awareness across multiple platforms or driving ticket sales for live performances), other tools like social media ads or email marketing might offer better flexibility and reach.

How to Run a Spotify Marquee Campaign

1. Eligibility and Preparation

Before you begin, ensure you meet Spotify's eligibility criteria:

• Your account must be verified on Spotify for Artists.
• You need at least 1,000 followers or 5,000 streams in the last 28 days.
• Your release must be new (within the last 21 days).

2. Setting Up Your Account

1. Log in to Spotify for Artists on desktop.
2. Click the three dots in the top left corner.
3. Select Your teams from the dropdown menu.
4. Choose the specific team you want to set a billing country for.
5. Navigate to the Billing section.
6. Add email address for billing communications, billing country (must be in a market where Marquee is available), and payment card details.

3. Accessing the Campaigns Tab

Once your account is set up and you have an eligible release:

• Within 24 hours, a new Campaigns tab should appear in your dashboard.
• If you don't see it, double-check your eligibility and account settings.

4. Creating Your Marquee Campaign

1. Click on the Campaigns tab in your dashboard.
2. Select Create campaign to begin the process.
3. Choose the release you want to promote (must be within the last 21 days).
4. Set your campaign budget. Minimum budget starts at $100 when booked via Spotify for Artists. Consider your overall marketing budget and the importance of this release.
5. Select target markets. Choose from over 40 available markets, including major territories like Brazil, France, Germany, Mexico, the UK, and the US. Consider your existing fan base and potential growth areas.
6. Set your campaign duration. Campaigns run until the budget is spent or for a maximum of 10 days. You can choose a shorter duration if desired.
7. Review and confirm your campaign details.

5. Monitoring and Optimization

Once your campaign is live:

1. Regularly check the Campaigns tab for real-time performance data.
2. Monitor key metrics, such as impressions (how many users saw your Marquee), click-through rate (percentage of users who clicked on your Marquee), listener conversion (users who streamed your music after seeing the Marquee), and cost per click (average amount spent per user interaction).
3. Analyze audience demographics and engagement patterns.
4. Use these insights to refine future campaigns or adjust your current one if needed.

Spotify Marquee is undoubtedly one of the most effective tools for promoting new music directly within the streaming platform's ecosystem. Its ability to target highly relevant audiences and deliver measurable results makes it particularly appealing for artists with clear promotional goals and sufficient budgets.

To decide whether Marquee is right for you, determine your eligibility location and fan base size-wise, assess whether you have the budget to support a targeted campaign, and plan how Marquee fits into your overall release strategy.

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