A month ago, Spotify began allowing certain artists to plug non-fungible tokens (NFTs) into their profiles. Now the Stockholm-based platform is evaluating fan responses to the pilot, including through paid interviews, and a wider rollout could be next.
It’s no secret that the past few months have brought a slew of NFT funding rounds, partnerships, and sales to the music industry. But the first sign that Spotify was looking to cash in on the craze came in March, with job listings suggesting imminent Web3 adoption. Then May saw the streaming service allow a handful of artists (including Steve Aoki and The Wombats) to promote tokens on their profiles.
Interacting with relevant advertisements took Spotify users to a listing of NFTs for sale, and a “see more” button took interested people to the corresponding listing on OpenSea, which achieved a valuation of 13.3 billion. dollars in January.
Hot on the heels of this testing program’s debut — the advertised tokens only appeared for select mobile users — Spotify is now sending out surveys and conducting paid interviews on fan opinions on NFTs on artist profiles.
Of course, these paid interviews don’t necessarily confirm that superiors foresee more global support for NFTs, which a number of artists have released. They do, however, suggest that Spotify is serious about the space and that broader support for NFTs could be in the cards, especially as the company strives to diversify its revenue after issuing modest tips for subscribers in the second quarter of 2022.
It’s unclear exactly how many users will be asked to complete Spotify’s NFT survey, but the associated email (with a subject line that says “Help us make Spotify better. Take a survey 2 minutes”) is still reaching inboxes today. The opening question asks recipients if they “remember seeing anything about artist NFTs on Spotify” and comes with a brief description of the non-fungible tokens for good measure.
After that, respondents are asked if they recall seeing any NFT banners from The Wombats, Steve Aoki, and/or Disclosure, and the survey continues to find out which banner (if any) they tapped on. as well as their reasons for doing so. .
Subsequently, Spotify’s study asks if participants actually purchased an NFT on OpenSea after interacting with an advertisement on the platform, how these people “feel about seeing artists’ NFTs on Spotify”, why they feel this way and whether they would be open to “participate in future Spotify research”.
On that last front, the company is “looking to interview several Spotify users over the next few weeks,” and those selected who complete the discussion are expected to “receive compensation as a thank you for their time.” As with the amount of survey emails sent out by Spotify, it is unclear exactly how many paid discussions will be conducted, although responsive parties need only provide a name and email address to which investigators can reach them.