Spotify’s Madeleine Bennett: The Hits Interview
Expanding Spotify’s Global Reach
As a journalist deeply invested in the music streaming industry, I have always been fascinated by how Spotify continues to grow. One key figure behind this growth is Madeleine Bennett, Spotify’s Global Head of Music Go-to-Market. She has played a huge role in bringing Spotify to new markets worldwide, making music more accessible than ever before.
Bennett has led Spotify’s expansion into regions like India, the Middle East, Africa, and South Korea. These moves have not only grown Spotify’s user base but have also introduced listeners to new and diverse music. In a conversation about these expansions, Bennett stressed the importance of understanding local music cultures. She explained that tailoring Spotify’s offerings to fit regional tastes has been a key factor in its success.
Helping Artists with New Tools
Spotify is not just about streaming—it’s about helping artists grow. Under Bennett’s leadership, the company has launched tools to improve artist visibility. One of these is Discovery Mode, introduced in 2020. This feature lets artists highlight specific tracks in Spotify’s algorithmic recommendations. The impact has been impressive:
- Between early 2021 and early 2022, Discovery Mode had a 98% retention rate.
- Artists using it saw an average 40% increase in listenership, with nearly half of those being new listeners.
Another major tool is Marquee, a full-screen recommendation feature for new releases. When the self-serve buying option for Marquee expanded in the U.S., the number of new customers doubled from late 2021 to early 2022. During this time, revenue from Marquee jumped 224% year-over-year. These tools have made a real difference for artists trying to reach bigger audiences.
New Ways for Artists to Earn Money
Bennett understands that streaming alone isn’t always enough for artists to make a living. That’s why Spotify has added features to help them earn in other ways. Artists can now sell concert tickets and merchandise right on their Spotify profiles. Through partnerships with ticketing platforms and Shopify, fans can buy vinyl records, concert tickets, and other merchandise easily.
Spotify’s Fans First program is another way it supports artists. This program rewards top fans with special perks, like early ticket access and exclusive merch. So far, it has generated over $300 million in revenue for the music industry.
Looking to the Future
When I asked Bennett about the future of Spotify, she was excited about new possibilities. She believes that virtual experiences will continue to grow, even as live concerts return. She pointed out that artists have been getting more creative with online shows, and Spotify is looking for ways to support them.
Spotify’s bigger goal is to become the top platform for music creators. With its expanding market, new artist tools, and diverse revenue options, the company is well on its way to achieving that vision.
Final Thoughts
Madeleine Bennett has played a major role in shaping Spotify’s success. She has helped expand its reach, introduce game-changing tools, and open new revenue opportunities for artists. As Spotify continues to grow, Bennett’s leadership will keep pushing it forward, connecting artists and fans in ways we never imagined before.
