Nico May
Building a long-term listening audience for Nico while being cast on the Netflix TV Show Building the Band
Campaign Objective
The goal was to grow long term listeners during a period where Nico and management were contractually restricted from releasing or promoting new music due to Netflix terms.
As a result, Nico and his team gained long-term, emotionally connected listeners, driven by a high ratio of song saves, shares, playlist additions and low skip rates. His music is now being pushed to a wider audience by Spotify’s algorithms, supporting more consistent, engaged streaming activity and stable audience growth.
Key results
Key highlights from running four weeks of ads from 14 June to 12 July, and the campaign’s after-effects.
Key results
Streaming Audience
Conversion ads
14th June to 12th July
Since the end of the campaign, Nico’s streams and listeners have more than doubled, and growth has continued to pick up coming out of late August.
Key results
Source of Streams
33% of long term repeat listeners
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Nico’s Profile
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Personal Playlists
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Libraries
Key results
Algo Playlists
“As a consequence of consistent repeat listening, the song is currently getting over 18k streams on a monthly basis.
Key results
Increase in Followers
Listeners have continued to follow Nico’s profile at a similar rate well after ads finished.
Key results
Most Popular Song
Due to its quality and consistent listening engagement, ‘Lover, who hurt you?’ is now at the top of Nico May’s popular songs on his artist profile. This section is automatically generated based on both all time and recent streams.
Key results
Increased Visibility
Increased Visibility
As a result of this deeper emotional engagement, Spotify now understands Nico’s audience which aligns his ‘Fans Also Like’ section with actual similar artists, while making his profile and music more discoverable across other artists’ profiles and ‘Fans Also Like’ sections.
Eric Dale
Artist
Mateo
Artist
byrnes
Artist
Key results
To finalise, we can now see that Nico May’s music and profile has become more discoverable to more connected listeners on a wider scale with a popularity index score of 26 (marked as excellent by Chartmetric) and is still rising over time due to positive engagement and consistent streaming momentum.
This score is calculated on recent plays, total number of streams within a period of time, the number of saves, shares and additions to user created playlists and lower skip rates which indicates a higher listener engagement and therefore boosts the index score. Nico was averaging 1 follower every 1 to 2 days before we ran a campaign on ads and is now averaging 5 followers a day since running ads and getting Spotify’s algos to work for his music with a current total of over 2k followers. Nico has also gained over 11k new listeners since mid-June which has seen his total monthly listeners grow to just under 28k.
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