a partnership with Facebook that allows users to show what songs they are

A partnership with facebook that allows users to show

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a partnership with Facebook that allows users to show what songs they are playing as well as connect with friends on Facebook through Spotify . This has led to word of mouth being spread through one of the biggest social media platforms and because the promotion is coming from reliable sources (other friends) it makes it more memorable and reliable (QUOTE). Spotify also started using twitter for a similar promotional activity as well as keeping users up to date with new features and music on Spotify . Spotify also relies of celebrity endorsements for promotion, when a new celebrity releases an album it is very likely that they will also release it on Spotify . When the celebrity or big music labels such as Universal or Warner bros promotes a new album as available on Spotify it also promotes the service to the artist fan base. Spotify is mainly aimed at the mass population which makes their promotional activities easier and cheaper as they can produce one campaign that is likely to attract many people’s attention rather than making multiple campaigns aimed at specific target markets. Often Spotify ’s campaigns such as #thatsongwhen (Spotify, 2020) relies on users to do most of the promotion through sharing their experiences with songs but also including Spotify . Spotify also uses sponsorship of events such as music festivals to promote their service which allows attendees of the event to associate Spotify with music and then be in their mind when deciding what music streaming service to use. This has allowed Spotify to compete in the market as it not only targets a specific market but allows non-users to be exposed to their service. The popularity of JOOX with listeners is partly contributed by the seamless integration of ads into the listening and streaming experience that the app provides. Brands looking into advertising on the platform can do so in various formats, from display and content, to performance, branded, and sponsorship campaigns. Advertisements on JOOX come in the form of splash ads, banner ads, campaign-style ads as well as audio ads. Users under a paid subscription service can listen to songs ad-free, skip songs at their discretion, and gain access to offline listening via song
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7 downloads (JOOX, 2020) . Various consumer brands have leveraged JOOX as an advertising platform, including F&B companies such as Coca-Cola and Tim Tam, as well as retail and lifestyle brands Fendi, Dior and Oppo. JOOX has also turned to gamification to focus its attention to the social and fan economy model, which has started to play a significant role for the platform in terms of user engagement. While other platforms like Spotify and Apple are continuing to offer a better-curated list for Asian markets, JOOX is leading the market and beating the global competition by employing local editorial teams to communicate localised content via local language as well as lyric cards for local karaoke enthusiasts, which has always been a popular demand in Asia. (Music Press Asia Staff, 2017)
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8 3.0 COMPARISON Based on (Chan & Chee, 2015), the difference between Spotify and JOOX are simplified as the table below.
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