The document proposes a partnership between Spotify and Riffstation to build a music learning tool called "Spotify Chords" that displays chord charts for songs on Spotify. It notes that current practice tools are lacking and that musicians want resources that are organized, mobile-optimized, interactive, and high-quality. Spotify Chords would allow users to watch chord charts scroll on screen, choose instruments, and customize their playing experience. The document estimates there could be millions of potential users and argues the product would be beneficial for both companies.
1. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
SPOTIFY CHORDS
CREATING MUSIC MOMENTS.
Ryan Cunningham | rydcunningham.com | @rydcunningham
2. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
1.5
years of
practice
5
guitars
(2 shown)
6
hours on
Spotify
per day
>30
minutes of
practice
per night
MUSIC IS A BIG PART OF MY LIFE
3. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
BUT PRACTICE TOOLS ARE LACKING
Of those surveyed, nearly 100% are unsatisfied with their
preferred practice app
Survey conducted from 12/2/2015 through 12/10/2015
4. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
MUSICIANS WANT RESOURCES THAT ARE
ü Organized
ü Mobile-optimized
ü Interactive
ü High-quality
6. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
RIFFSTATION IS CLOSE BUT NOT QUITE THERE
Great automatic chord detection, very interactive…
average quality, poor organization
7. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
SPOTIFY ON THE OTHER HAND…
• Richly organized content
• Desktop and mobile-optimized
• Highly interactive
• Massive trove of high-quality music
8. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
THE MAKINGS OF A PERFECT PARTNERSHIP
ü Intuitive
ü Interactive
ü Organized
ü Content-rich
10. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
WATCH CHORD CARDS SCROLL ONSCREEN
“ As an aspiring musician, in order to learn how to perform
my favorite songs I want to be able to see the song's chords
onscreen. ”
User
story
11. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
CHOOSE YOUR INSTRUMENT
“ As an aspiring musician, in order to practice playing a song
with multiple instruments I want to be able to switch between
different instruments. ”
User
story
12. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
CUSTOMIZE YOUR PLAYING EXPERIENCE
“ As an aspiring musician, in order to adjust the key of a
song I want to be able to use a capo. ”
User
story
13. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
OTHER FEATURES & PRODUCT ROADMAP
?
Tempo adjustment Community editing
Additional instrumentsFull chords
Adjust speed for better
practice
Rate, sync, and revise
chordsets
Show all chords of a
song
Banjo, mandolin, bass,
etc.
15. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
IF WE ESTIMATE THE MARKET SIZE…
8% and 22% of U.S. and U.K. play a musical instrument(1)
33% who don’t play want to learn(1)
40% of Spotify users surveyed(2) play or are learning to play an instrument
70% look for chords and tabs online
An estimated 12 million(3) would be excited to use Spotify Chords
1. U.S. Census Bureau, 2012. MIA YouGov survey, 2011
2. Survey conducted from 12/2/2015 through 12/10/2015
3. Assuming 75 million users as of June 2015: http://bit.ly/1ZRDUvL
16. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
THINGS LOOK REALLY GOOD FOR
BOTH PARTIES
Potentially 8.5 million(1) free
users spending more time on the
platform
~$250 million(2) addressable
market via Premium conversion
Massive revenue opportunity
20 million user marketing
opportunity for Riffstation
desktop app
Potentially $14 million(3) in
downloads
Sizable revenue opportunity
and marketing partnership
1. Assuming 55 million free users as of June 2015
2. Premium & Free ARPU at ~$70 and ~$3 per year (musicbusinessworldwide.com)
3. 2% assumed CTR, $34 Riffstation desktop license
17. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
IT’S CENTRAL TO SPOTIFY’S VISION
ConcertsLyrics
Behind the
Lyrics
“______ MUSIC MOMENTS”
28. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
WHO IS THIS FOR? MEET LERA
Wants to record quality covers
of her favorite songs and
originals she’s written
Less than 2 years of practice
Plays guitar primarily, also
piano / ukulele
Discover Weekly
Prefers Indie, folk, Americana
29. SPOTIFY CHORDS
CREATING MUSIC MOMENTS
LERA’S STORY
“ As an aspiring musician, in order to learn how to
perform my favorite songs I want to be able to
see the song's chords onscreen. ”