Spotify
Directing a promising new offering for Spotify
How do you grow from a streaming service into a world-class entertainment ecosystem? It began with exploring the possibilities of hi-fidelity audio as a new product category for Spotify and culminated with a go-to-market strategy based on a deep understanding of the music listening experience.
Spotify partnered with us to enter into the hi-fidelity category, unlocking the essence of the modern audiophile in order to design a next-level listening experience.
As leaders in the increasingly saturated streaming industry, Spotify recognized the need to defend their place amongst the rising competition by expanding into differentiated product offerings, starting with a brand new premium, hi-fidelity audio product.
Our approach was to look closely at the brands, influencers and sub-cultures that revolve around the niche world of high fidelity. Through a unique mix of quantitative and qualitative research, we came to understand music evangelists, what’s at their core and how the listening experience changes who they are.
Using our proprietary Iceberg Study, we decoded the psychographic behaviors of the top 1% most influential audiophiles. This allowed us to pinpoint a new offering for Spotify based on what's most important to key audiences—and what's next in premium audio.
We delivered a comprehensive solution, from concept and product definition to the value proposition, verbal identity and go-to-market strategy for Spotify HiFi. Since our work together, the company continues to grow their product portfolio, increase adoption, and maintain their position as a leading audio brand.
