Spotify vs. Apple Music
- Harley Killgo
- Dec 10, 2018
- 4 min read
Let’s take a look at brand differentiation in the music world! We will focus on three topic areas to see what makes both Spotify and Apple Music successful in the music industry and how each brand differs. We will dive into each brands marketing tactics, their social media strategies, and the use of mobile applications.
Brand Marketing
“A company’s brand represents their market identity—who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more.” –Marketing Schools, Brand Marketing
Social/Digital Media Strategy
“Sixty-seven percent of the time people are making decisions about doing business with you based on your online presence. It’s not just about cold calling anymore.” –Jennifer Christensen
Mobile App
“No enterprise can implement a branding strategy successfully without adopting a mobile-first approach. While developing a mobile app to extend its brand, a business must explore ways to make the app standout in the crowd and deliver outstanding user experience.” –Mindfire Solutions
A music streaming platform that was developed by a Swedish company known as Spotify Technology, headquartered in Stockholm, Sweden. Spotify was launched in 2008 and it allows you to browse through music collections of friends, artists, and celebrities, or create your own radio station. You can subscribe or listen for free. Basic features are offered for free with advertisements or limitations, while extra features are offered via paid subscriptions. By purchasing the premium service for $9.99 a month users are guaranteed improved streaming quality and are able to download music. Spotify also offers the premium subscription at $0.99 for 3 months until the service become the normal $9.99 a month. You can cancel the service at any time if you no longer want to pay month to month.
Brand Marketing
Offers a free and paid service. If you don't want to pay, you don't have to. There are restrictions, but Spotify lets you create 15 playlists that you can play as much as one would like without paying for the service.
Discover Weekly, the playlist created based off your listening preferences.
Creative advertising campaigns.
Curated playlists. The service designs playlists for almost every musical genre.
Social/Digital Media Strategy
Spotify has a main page that highlights music and aspects of their brand, but they also have a Spotify Cares account that answers questions and offers users help if needed.
Spotify’s integration across platforms makes it easier for listeners to engage.
Spotify is integrated with Instagram stories to allow users to share albums, tracks, artists, and playlists directly to their Instagram stories.
Encourage users to share playlists and what they’re listening to with each other.
Mobile App
User experience easier.
Spotify runs on multiple operating systems such as the Web, Windows, Macs, iOS devices, Android, and other products. It’s even available on smart TV’s.
Its service has been redesigned and tweaked with smaller screens in mind.
A music and video streaming service developed by Apple. Users can select music to stream to their device, or they can listen to existing playlist that have already been created. The service also includes the Internet radio station Beats 1. Apple Music launched in 2015 and offers three packages you can choose from. If you are a student you can use the service for as low as $4.99 a month, you can buy an original plan for $9.99 a month, or you can choose the family plan that allows up to six people to use the service for $14.99 a month. Apple also offers a free 3-month trial for new subscribers to try before the service becomes paid-only. The benefit to Apple Music is that there is no commitment because you can cancel your subscription at any time.
Brand Marketing
Apple Music has attracted die-hard fans by offering them access to artists via its popular Beats One radio service. If you’re a fan of an artist with an Apple Music radio show, you’re more likely to choose this service.
Apple’s iPhone is the best-selling smart phone and iTunes has long been a popular music service. Apple being a top brand already has allowed the company to easily gain subscribers to Apple Music. If you already own an iPhone or a Mac, why wouldn't you try Apple Music first?
The intent of Apple Music is to grow, nurture, and sustain careers, while more specifically shaping shared conversation around music.
Apple Music aims to work in unison to solidify an appreciation for music as an art by sound, visually, and socially.
Apple has invested into a culture of young people by putting an emphasis on the emotion behind music and the power of storytelling. Apple is creating a visual and emotional appeal to enhance the overall listening experience.
Social/Digital Media Strategy
Apple has several social media accounts on each platform. Each one is dedicated to something different likes iTunes, Apple Music, and Apple Support. The brand has recently become more active on social media due to the power of the medium.
Apple is engaging on each platform by sharing, retweeting, liking and staying active with artists and the release of new music.
Their highest level of engagement is on Instagram. The page is very exciting and inviting. The posts consist of many videos highlighting artists and songs.
Apple uses social media in a way that benefits customers. Apple already has a name for themselves, and so they aim to share new music and interviews with musicians. They don’t aim to sell products through social media, just highlight features, artists, and music!
Mobile App
You can use either the desktop or mobile application service for Apple Music. It’s easier to sort through your playlists, downloads, and important iTunes library from your desktop, but the version created for smartphones is just as reliable. People often listen to music from their smartphones, so it’s important to note that all features are offered through the Apple Music app as well as online. You can sync your accounts and access them on any of your Apple devices!
Apple Music and Spotify are the top competitors in the music industry, but we see that they slightly differ and attract to different demographics of people. Each brand attracts different individuals, but one you have them hooked they remain loyal to your brand. Personally, I enjoy Spotify and understand its popularity, but I have been loyal to Apple for a long time and therefore I transitioned into using Apple Music. Read this article to see a breakdown of each brand and choose for yourself.
Keep reading the series for the breakdown of other top brands!
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