1. Our Playlist, Our Story
Presented by:
Christianne Harder
Fighting Irish Digital Media
@CNHarder
Friday, February 21, 14
Jordan Gremli
Spotify
@JordanGremli

2. Thank you
This panel would
not have been
possible without
some very special
people:
Data Assistance:
• Simply Measured & Spotify’s
Analytics teams
• Brian Fremeau
Visuals
• Tim O’Connor, Presentation
• Ryan Camden, Video
Guidance
• Brian Snyder, GolanHarris
• Marco Serna, FIDM
Friday, February 21, 14

3. The Story of Notre Dame
Athletics and Spotify
Why Notre Dame? Why Spotify?
Friday, February 21, 14

4. What was important to Notre Dame Athletics
• Easy to use for a late adopter social media
audience
• Seamless integration with Facebook and
Twitter
• Ethical treatment of their artists
• Huge music library
• No barrier to entry
Friday, February 21, 14

5. What was important to Spotify
• Lots of engagement
• Varied, exciting content with an ‘end
goal’ in mind
• Needed a ‘Gold Standard’ to show
others how it’s done and show impact
of Follow
Friday, February 21, 14

6. Spotify Follow
• Spotify launched ‘Follow’ in December
2012
• Users can Follow artists and profiles they
like
• Gives you a captive audience: notifications
whenever you do anything on the service
• Engage w/fans directly through music, not
text
Friday, February 21, 14

7. Our Team, Our Story
Who tells the Notre Dame story?
• National news media
• Notre Dame Media Relations
How do you change the perception from “Notre
Dame,” the idea, to Notre Dame, the reality?
Friday, February 21, 14

8. Tell your own story...
Use a medium that is universal and cannot be “spun”
Music is universal, authentic, and captures the
imagination.
Friday, February 21, 14

9. Started from the bottom...
Friday, February 21, 14

10. ...now we here:
Friday, February 21, 14

11. The playlist that brought Notre Dame the most national attention.
Friday, February 21, 14

12. In one year...
• 85 Playlists
• 40,000+ Bit.ly Clicks
• 24 sports, Boxing Club, Coaches,
Athletics personalities and
Leprechaun Legion have playlists
Friday, February 21, 14

13. #HitPlay
Friday, February 21, 14

14. The Team
Friday, February 21, 14

15. The Coach
Friday, February 21, 14

16. Special Occaision
Friday, February 21, 14

17. ND Branded
Friday, February 21, 14

18. To curate, or not to curate?
• Spotify is really good if you know what you’re
looking for, but room for improvement in music
discovery
• Launched Browse (experts), Discover (algorithms),
Follow (friends)
• Multiple options to find new music – Spotify can do it
all
• Looking for as many profiles like ND-Athletics as
Friday, February 21, 14

19. Impact of Playlists
• Spotify Playlists are the new radio stations
• Spotify drives sustained listening. People
discover new music from trusted curators, add
it to their own playlists, and share it with their
friends
• Anyone can have an impact
Friday, February 21, 14

20. Lorde
Spotify Streams (US)
Lorde plays first
US show
“Royals’ debuts on
Spotify Top-100 list
‘Royals’ debuts on
Spotify Viral Chart
“Royals’ reaches #1 on
Spotify Viral Chart
Sean Parker adds ‘Royals’
to ‘Hipster International’
“Royals’ debuts on
Billboard Top-100
Lorde Spotify
‘Homepage
Takeover’
Tuesday, July 30, 13
Friday, February 21, 14

21. Lorde
Friday, February 21, 14

22. Impact of Playlists
• Playlists can also have huge impact on the
curators - Our new Program Directors!
• The more followers, the bigger the captive
audience
• More user engagement = better fan experience
= more tix/merch [stats for this?]
• Again, ANYONE can have an impact
Friday, February 21, 14

23. Occasionally ND curates…
• 20% of Fighting Irish playlists are curated (16
of 85)
• Used for special occasions, ex. Under The
Lights playlist for NDFootball vs USC’s night
game
• Crowd-sourcing vs staff collaboration
Friday, February 21, 14

24. Spotify + Tickets
Friday, February 21, 14

25. Spotify +
Live Stream
Friday, February 21, 14

26. Let’s talk numbers
Friday, February 21, 14

27. Who is #NDNation on Social?
Friday, February 21, 14

28. Followers vs. Bit.ly Clicks
Friday, February 21, 14

29. All Olympic Sports on Spotify
Friday, February 21, 14

30. The promotion strategy on
social used to look like this...
• 8:30 am ET- Schedule of games
• 10 am- Buy Tickets
• 12 am- Press Release
• 2 pm- Buy Tickets
• 4 pm- Here’s the link to the live stream
• 5 pm- Game is live
Friday, February 21, 14

31. ...with Spotify, now it can look
like this.
Friday, February 21, 14

32. Questions?
Friday, February 21, 14

33. Our Playlist, Our Story
Presented by:
Christianne Harder
Fighting Irish Digital Media
@CNHarder
Friday, February 21, 14
Jordan Gremli
Spotify
@JordanGremli