Spotify’s Fans First Boosts Artist-Fan Relations Through Exclusive Merch The Entertainment Streaming Company Uses Listening Data to Reward Superfans

So What is “Fans First”?

Spotify Fans First is an email marketing program that allows artists to reward engaged Spotify fans with unique or exclusive offers. One type of Fans First offer includes merchandise, and so far artists have created exciting Fans First offers including items like exclusive apparel or limited-edition vinyl.

Spotify has the ability to identify passionate fans defined by their listening behavior and engagement on the platform. Fans and followers who opt in to Spotify’s email notification list then receive a personalized Fans First email from the artist when an offer is available.

We recently leveraged Spotify’s Fans First for the release of Ray LaMontagne’s “Part of the Light” album. An exclusive design was made available to his biggest Spotify fans in a limited-edition, clear vinyl LP format. Here’s a brief summary of the campaign and a look at some of the results:

  • Limited run of 1,500 units
  • Alternate album art exclusive to Spotify fans
  • Clear vinyl LP, clear vinyl jacket and 10 unique artwork inserts
  • Data-driven email announcement sent from Spotify to 376k fans
  • Spotify email open rate of 17.4% and CTR of 13.1%

Learn More About Spotify for Artists

Spotify recently launched “The Game Plan”, an educational video series for artists. The series intends to teach artists at all levels of their career how to get the most out of the platform.


Ready to dive in? If you’re an existing client, reach out to your Musictoday account manager today to learn more about Fans First merch offers with Spotify. If you’ve just found us and you’d like to learn more about Musictoday’s services and our partnership with Spotify send us a note and let’s chat!