spotify chords - creating music moments

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SPOTIFY CHORDS CREATING MUSIC MOMENTS.

Ryan Cunningham | rydcunningham.com | @rydcunningham

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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

SPOTIFY CHORDS CREATING MUSIC MOMENTS

MUSICIANS WANT RESOURCES THAT ARE

ü  Organized

ü  Mobile-optimized

ü  Interactive

ü  High-quality

SPOTIFY CHORDS CREATING MUSIC MOMENTS

A BETTER WAY

SPOTIFY CHORDS CREATING MUSIC MOMENTS

RIFFSTATION IS CLOSE BUT NOT QUITE THERE

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

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SPOTIFY ON THE OTHER HAND…

•  Richly organized content

•  Desktop and mobile-optimized

•  Highly interactive

•  Massive trove of high-quality music

SPOTIFY CHORDS CREATING MUSIC MOMENTS

THE MAKINGS OF A PERFECT PARTNERSHIP

ü  Intuitive

ü  Interactive

ü  Organized

ü  Content-rich

SPOTIFY CHORDS CREATING MUSIC MOMENTS

HOW DOES IT WORK

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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.

SPOTIFY CHORDS CREATING MUSIC MOMENTS

THE CASE FOR “WHY”

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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

SPOTIFY CHORDS CREATING MUSIC MOMENTS

IT’S CENTRAL TO SPOTIFY’S VISION

Concerts Lyrics Behind the Lyrics

“______ MUSIC MOMENTS”

SPOTIFY CHORDS CREATING MUSIC MOMENTS

“CREATING MUSIC MOMENTS”

CHORDS

SPOTIFY CHORDS CREATING MUSIC MOMENTS

THANK YOU.

Ryan Cunningham | rydcunningham.com | @rydcunningham

SPOTIFY CHORDS CREATING MUSIC MOMENTS

APPENDIX Success metrics Survey data User persona

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SUCCESS METRICS

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SUCCESS METRICS

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SUCCESS METRICS

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SURVEY RESULTS

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SURVEY RESULTS

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SURVEY RESULTS

SPOTIFY CHORDS CREATING MUSIC MOMENTS

SURVEY RESULTS

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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

SPOTIFY CHORDS CREATING MUSIC MOMENTS

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. ”