Spotify: Deciding Whether to Build Live Artist Broadcasts

You are a product manager at Spotify. Leadership is weighing a feature that would let artists broadcast live to listeners inside the Spotify app. Should Spotify invest in it? Give a recommendation and the reasoning behind it. ```hint Find what only Spotify can offer Artists can already go live on several video and social platforms. Work out what a live feature inside Spotify would give artists and fans that those platforms do not, and for whom, then let that decide both the answer and the size of the bet. ``` ### Clarifying Questions - What does "go live" mean here: live video performances, audio-only sessions such as Q&As and listening parties, or both? - Is the goal fan engagement and retention, keeping artists loyal to the platform, or a new revenue stream such as ticketed shows? - Would live sessions be free to everyone, limited to Premium subscribers, or sold per event? - Which artists is it meant for: established stars, mid-tier artists with loyal fans, or emerging artists trying to grow an audience? ### What a Strong Answer Covers - The strategic reason Spotify would want this, tied to its two-sided relationship with artists and listeners - A realistic view of where artists already stream live, and what Spotify could do differently - Specific artist and fan segments, their needs, and the format that serves them - Costs and risks specific to live content: streaming infrastructure, music rights, moderation and small audiences - A clear recommendation with a small test, success metrics and criteria for stopping ### Follow-up Questions - A pilot shows strong attendance but no rise in listening to the artist afterward. Do you keep investing? - How would you keep live sessions from becoming a cost with tiny audiences for most artists? - What evidence would make you recommend not investing at all?