With Neil Young boycotting Spotify and a premature celebration for a CD revival, a conversation against streaming services has grown more prevalent, and while it’s unlikely that Crosby, Stills and Nash have any drop of Gen Z appeal to make a dent in Spotify, it still begs the question: Are we in need of a change with how we listen to music? (Okay, maybe there’s just not much going on in my own life.) The Donda Stem Player is nascent tech, still too untested to be declared a triumph.īut the marketing stems are all there for success.If you live in the bubble that I painfully reside in, you’d agree that 2022 has solely been about two things: Kanye West and rethinking how we should consume music in the 21st century. Let your customers customise and not only will they buy repeatedly, but they’ll become ambassadors along the way. The former works well for established customers and below the line activity. There’s personalisation and there’s self-personalisation. Isolate, change the speed, volume, loop it, add effects, save, playback and share your mixes – the power to self-personalise the music of a global icon, and others is literally in the palm of your hand. You can also add any other music, allowing customers to reimagine their favourite tracks from other artists too. The Donda Stem Player comes preloaded with Kanye’s latest album and lets users experiment with its stems in a tactile and intuitive way.

Self-personalisation and music bring us neatly to the new Donda Stem Player.Ī stem is a group of similar sound sources – e.g., background vocals, or a drum kit, or a guitar riff – that all come together to build a song. These assets, coupled with hero ads, combine to convince non-customers to sign up. Spotify then simply and beautifully repackage the data to create sharable assets. It doesn’t even need to be as active as building shoes or placing furniture.Ĭustomers subconsciously ‘self-personalise’ their profile all year by selecting the audio they want to hear.

So if an ad has a customer’s name on it, or is served directly to them based on their online shopping habits– they can’t confirm others are buying based on the same criteria they are. Humans are tribal, and whilst no one wants to feel like a grain of sand on an entire beach – most people don’t seek to take buying ‘risks’ that haven’t first been validated by friends, family or people they admire. It’s called signalling and personalised marketing can risk losing this hook. People like to make sure they’re not missing out, or show they belong to a certain social group. It’s a principle that’s always served advertising well. If you don’t but you’re using their name, they’ll remember you negatively – and take it personally. Tone, timing, placement, all with explicit consent.Īnd you must genuinely solve a customer’s problem.

Say you address a customer directly and then demonstrate no other knowledge about them, or worse, knowledge they can’t remember sharing, your brand will come across as try-hard and creepy. Sounds comprehensive, but there are 2 main watch-outs if you are going to rely on this model.

Yeezy stem player