“We thought it would be very interesting to do a Marquee because it’s an album,” says Pov, explaining the thought process that went into promoting a full album and not just singles, which they’ve also tested for other artists.
I think it’s really important to make sure that the fanbase is aware of the new release in the very first few days.” They used that strategy to target Mario Novembre’s native Germany with his “Immer Wieder” and “Was Ween” singles, and it worked – Marquee listeners streamed each song more than 7 times on average.īelieve also recently ran a campaign for melodic techno artist NTO’s new album, Apnea. “We can really focus on the fanbase and have the whole budget spent in one or two days, so it’s really powerful, and we have a really high reach. “What we think is really interesting about Marquee is the reach we can have in a few days,” explains Emberger. They’ve used it to support new releases from artists like NTO, Mario Novembre, and Hämatom. Over the past year, Marquee – a full-screen, sponsored recommendation of a new release that’s displayed to Spotify listeners who have shown interest in an artist’s music – has become a crucial part of Emberger and Pov’s marketing playbook.
“Then we scale the learnings to most of our artists to make sure that, if it is something new, artists it.” If they get interesting learnings, Emberger explains, they will use that information for future campaigns, making sure that other artists – particularly small and mid-sized artists – can benefit from that knowledge. “At Believe, everything is about technology – music and technology – so we test all media-buying solutions on the market to find the best one,” says Emberger. To move quickly, her team focuses on having strong guidelines and learnings that they can share across campaigns, artist teams, and regions.
“In the music industry, usually, the artists decide what they want to do with the budget quite last-minute,” says Emberger. As media buyers at Believe, Esther Pov (DSP Media Buyer) and Julie Emberger (Head of Media Buying) work with artists at every stage of their careers, spanning all genres, multiple countries, and working through both single and album release cycles – often having to work quickly at a moment’s notice.
Believe, a leading record label and artist distributor based in Paris, France, helps artists build their careers around the world.
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