The marketing team at Spotify, a popular digital music service, recently approved a new initiative to encourage listeners to upgrade to premium streaming services. Starting next week, Spotify free users’ music will be interrupted every 10 seconds with an advertisement.
“Emphasizing the greatness of our premium services just hasn’t been effective enough,” said a Spotify executive. “We figured that annoying the crap out of non-paying listeners will leave them with no choice but to go premium. We predict a huge boost in sales.”
Though the business already interrupts free users’ music copiously, marketing researchers had suggested that Spotify can take it up a few notches.
“When you survey people who use the free version of Spotify, their biggest complaint is always something like ‘can you quit it with the ads?!’” said one of the research analysts. “If the company maximizes on this irritant, they will surely see some more impressive results.”
This change also invites exciting innovation from advertisers. In order to fully capitalize on the marketing researchers’ findings, Spotify has decided to only run the most aggravating advertisements.
“I’m going to be blunt, here: the more annoying the commercial, the cheaper the time slot. This is in fact a call to action for all you strategic communicators!” announced another Spotify executive.
All eyes are on competing services like Apple Music and Pandora as Spotify scrambles to increase their revenues. Analysts believe that competitors will be shocked by the big moves happening in their industry, and they will have to follow suit in order to survive.
“It’s a dog-eat-dog world,” said a Spotify spokesperson. “But, I guess it is a shame that it’s the consumer who ultimately has to suffer.”