spotify chords - creating music moments
TRANSCRIPT
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. ”