![]() Merch campaigns and presales keep the team equally busy. “We’re looking to pilot programs that can scale beyond the top couple of artists in the world, and can be useful for a Yumi Zouma, but also an Ed Sheeran,” Jordan explains. The team builds shows (intimate concerts) and experiences (bowling, dance classes, baking, and more) around artists of all sizes. When it comes to choosing an artist with whom to partner, an idea typically blossoms through collaboration with A&LM. From presales and invite-only events to merch campaigns, A&FD works with many teams across Spotify to pilot programs and nurture new ideas for artist-fan interaction. We tagged along with Jordan on the afternoon of the Yumi Zouma event, where his meetings included sit-downs with Artist & Label Marketing (A&LM) and the entire Artist & Fan Development (A&FD) team. We realized we had all this listening data, and we said, ‘Why don’t we use this to help artists?’” “That’s how our team started two years ago. “We know a ton about artists and fans” Jordan says. One of those programs, Fans First, partners with artists to identify and reward their biggest fans on the platform. He leads a team of 15 members who work on programs and products with the goal of connecting artists to the right fans at the right time. Meet Jordan Gremli, Head of Artist & Fan Development at Spotify. “We’ve had great experiences hanging out with people that like our music.”īut how did it happen in the first place? Let’s rewind. “The best part of this event is meeting and kicking it with our fans,” said Yumi Zouma’s Josh Burgess. Laughs, cheers, and some hilariously lame improvised lyrics soon filled the room-not exactly your typical Thursday night gig. Eventually, the lights dimmed, and Yumi Zouma invited the audience to create an original song with them, Mad Libs style. A group of about 90 fans grabbed drinks, snacked on gourmet pizza, and even chatted with band members. ![]() As their most faithful Spotify listeners gathered at the bar, Yumi Zouma’s new “ EP III” played over the speakers.
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