Spotify is an award-winning digital streaming music service that offers you on-demand access to over 20 million tracks from artists all over the world.
Since its launch in Sweden in 2008, Spotify has grown globally to a 24 million user platform with a single mission — making it easier for people to discover, manage and share music legally. Spotify reports that it is the second biggest source of digital music revenue for labels in Europe and it entered the Hong Kong market in April 2013 as part of its expansion plans in Asia. We speak to Sunita Kaur, Director of Asia on the music habits of their Hong Kong subscribers and their plans for Hong Kong.
How Spotify Works?
Create an account via Facebook or your email account and log in to listen to music on your mobile, tablet and computer. Be careful to adjust how you want to broadcast your tunes if you choose to sign in with Facebook, as you may not want to reveal your fave 80 hits to all your Facebook friends.
There are 2 versions offered: with the free subscription version, you just play the music you want to hear when you are online and you will see ads; the premium version costs HK$48 a month and lets you download unlimited amount of music tracks, playlists and allows you take the music with you offline anywhere without audio ads.
Spotify sports a pretty clean interface and navigation with their tabs. With Search, you can find and download music you want to listen to. While for Browse, you can scan through their curated lists of music by occasions they would be perfect for — like Cozy Evening, Songs for Sunset, Cocktails — and their Radio Station enables you to tune in to specific music genre like Jazz, Indie, Cantopop, 90s. Discover is where Spotify highlights artists they think are awesome and that you might like, according to your previous listening patterns (like Amazon’s book recommendation based on your purchase history). We adore the playlist where you can compile all your favourite songs for easy access.
Butterboom: Can you describe the typical Spotify subscriber?
Sunita: Spotify’s audience is split evenly between male (53%) and female (47%) listeners and are predominantly from the tech-savvy Millennial audience (aged 18-34).
Butterboom: What’re the most popular artists with Hong Kong’s subscribers?
Sunita: Eason Chan, Jay Chou, Katy Perry, Taylor Swift and Mayday.
Butterboom: What about the most popular genre and song/track?
Sunita: The most popular genre in Hong Kong is Pop music followed by Indie Rock and Rap. The top songs in Hong Kong are “Wanderer” by Eason Chan, “Just give me a reason” by Pink and “Timber” by Pitbull.
Butterboom: What was the most interesting thing you learnt about Hong Kong’s music taste in comparison to other parts of Asia?
Sunita: That the people of Hong Kong are open to discovering new music; the indie band Passenger is really popular here. Compared to Singaporeans who are predictably more mainstream with their music taste, pop music and 80s music trends are popular there and Malaysians are more into K-pop.