![]() ![]() Spotify has separated themselves at the top by focusing on millennials and building a beautiful product centered around personalization, discovery, and playlists curated by tastemakers. In music streaming, this definitely seems to be the case. Ries and Trout cite a trap that companies often fall into: trying to be better when they should be trying to be different. To become the second horse in a race you need to be strong where the leader is weak. Wherever the leader is strong, there’s an opportunity for a would-be No. The Law of the Opposite states that in strength there is weakness. While The Law of Duality sets the context, the Law of the Opposite helps explain Amazon Music’s success. Over the last few years, Amazon has grown subscribers at a higher rate than either of them and they closed 2019 within 4% market share of Apple Music. However, as Spotify and Apple Music have been battling for ear-share, Amazon Music has quickly risen to the third spot. In the music streaming race, Amazon Music is usually an afterthought. While it may seem like their duopoly at the top is unapproachable, another law from the book makes me believe one of their challengers is poised to take Apple’s spot. This feels familiar given some classic examples:Ī more recent example is music streaming, where Spotify and Apple Music have been duking it out for years. In their 1993 classic, The 22 Immutable Laws of Marketing, Al Ries and Jack Trout name the Law of Duality, which states that every market eventually becomes a two-horse race at the top. Each issue features analysis of a specific packaging case study readable in 5-10 minutes. Apple, for its part, bought a startup called AI Music last month and is preparing to launch a “dedicated classical music app” sometime this year.įinally, SoundCloud has embraced fan-powered royalties – and its prominence among emerging artists – as has Tidal, following a reportedly $297 million sale to Jack Dorsey’s Square roughly one year back.Good Better Best is a weekly deep dive on pricing and packaging strategies written by Rob Litterst, who helps head up our pricing team. It’s hardly a secret that Spotify has dropped billions on podcasts (and “bookcasts”) – reportedly achieving faster spoken-word growth than Apple Music in the process. But as highlighted, they’re also working to diversify their offerings and appeal to both users and artists. Of course, competing streaming platforms don’t have access to Amazon’s massive shipping infrastructure and considerable processing capabilities. Over the weekend, the Amazon-owned video-streaming service released a “fully immersive music special” based on The Weeknd’s Dawn FM – while simultaneously rolling out an exclusive Amazon Music EP as well as “an exclusive merch capsule” for the special. The ecommerce giant is likewise capitalizing upon the reach of Prime Video to stand out in the crowded music-streaming arena. Needless to say, artists could plug some of these exclusive items in their Spotlight messages – possibly as part of broader deals with Amazon. ![]() Besides the initially noted pitching and promotional tool, Amazon Music unveiled an artist merch store in 2021, including exclusive items from several creators. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |