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Photo credit: Damiano Alessandri
Track ID: Why are you so excited to launch this ongoing series on Tale Of Us now that the dance community can be revived with live events like giveaways?
Ashley: Tale Of Us is now featured in hundreds of editorial playlists. With nearly 1 million monthly active listeners, our audience continues to grow at an incredible pace. They sell out large venues all over the world in seconds. I’m really excited to work with such a great duo and highlight the breadth of their work, especially in a live setting. . I couldn’t be more excited to launch this series with them.
It gave Tale of Us fans a once-in-a-lifetime experience at one of the duo’s smallest public shows they’ve ever performed. They are used to putting on shows for thousands of people, but this was an intimate experience for her 300 close fans. We’ve basically rewarded the die-hard fans who’ve been following every move with an all-new series to support her artist in dance like never before.
Ronnie: For me the most exciting part of this campaign is that they actually released one of their tracks with us. People have been looking for it for months and it’s such a big deal that it’s released through the Track ID program.
Why is it important for Spotify to invest in dance and electronic genres and communities?
Ashley: Streaming has helped the dance genre and community grow globally, reaching an international audience regardless of language. No matter who you are, where you are, or what language you speak, people really connect with dance. That’s why it’s important that Spotify continues to support dancing. It’s a very fun and energetic global genre that continues to reach new audiences. We are very excited to invest more in the genre and community this year, rekindle Spotify’s core audience, and support a diverse range of artists around the world.
Ronnie: We’ve always seen the dance community take the lead when it comes to innovation. Spotify also prides itself on innovation. So we are fully aligned with those values. When the dance and electronic communities want to try something, they like to turn to us because they know we want to try new things too.
What other dance trends do you see? How does Spotify highlight these in our own understanding of the genre?
Ronnie: House and techno, the original subgenres of dance and electronic music, are on the rise. Also, the music gets faster and faster. You can see the trend of speeding up. This means that there are also genres with faster BPMs. This includes sped up dance-pop, techno, hardstyle, drum’n’bass and trance. It’s exciting because Gen Z is also heavily into this. If they keep pushing the boundaries of music and have fun with it, we’ll see them at the show and some really cool music will come out of them too.
Ashley: Dance is also driven by single releases, so you have to change the way you think about marketing, the way you think about supporting artists. Especially since dance is so huge in live spaces and everything happens on-site. A lot of what we do in this space revolves around touring and how we highlight artist shows, sold-out residencies and festivals all the way from Miami to Ibiza. are serious about how they can be intentional in everything they do and how they can maintain consistency in their messaging and elicit credibility between their fans and our favorite artists.
Catch Tale Of Us track ID and duo member Anyma’s latest single “Explore Your Future”.
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