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Marquee and Showcase targeting

Choose which groups of listeners see your campaign, and in which market.

Choosing your audience

By default, we’ll show your campaign to listeners who are most likely to stream your release after seeing the recommendation.

This helps listeners see recommendations they enjoy and helps you get the most effective results for your budget.

You can also choose to customize this audience by targeting specific segments.

When you choose to target specific segments, we'll include the audiences of all main artists on your release.

Learn more about audience segments

Note: You can’t choose individual listeners to target.

Note: You may not be able to target every segment if we predict you won’t reach enough listeners to spend your minimum campaign budget.

Campaign goals

Audience growth

If your goal is to share your music with listeners who haven't fully discovered it, we recommend targeting your programmed audience or potential audience.

  • Programmed audience: Listeners who’ve only streamed your music from programmed sources in the last 2 years, like editorial playlists, Discover Weekly, Radio, Autoplay, or playlists made by other listeners.
  • Potential audience: Listeners who haven’t heard your music in the last 2 years, but based on their listening habits may stream your promoted release.

Audience engagement

If your goal is to deepen fandom or engagement with existing fans, we recommend targeting your active audience.

Your active audience is listeners who've intentionally streamed your music in the past 28 days from active sources, including your artist profile, your release pages, or their own library and playlists.

You can further refine your campaign’s reach by choosing to target one or more active audience segments:

  • Super listeners: Your most dedicated listeners in the last 28 days. They’re also the most likely to keep streaming your music.
  • Moderate listeners: Listeners who intentionally streamed your music many times in the last 28 days, and could still develop into super listeners.
  • Light listeners: Listeners who intentionally streamed your music once or a couple times in the last 28 days, and could develop into moderate listeners.

These three segments help create a fan funnel. Campaigns can guide listeners deeper into the funnel by encouraging active streams.

Audience reactivation

If your goal is to re-engage listeners who haven't heard your music in a while, we recommend targeting your previously active audience.

This segment includes listeners who used to be part of your active audience but haven’t intentionally streamed your music in the last 28 days.


To make your targeting more effective, we’ve designed it to:

  • Adjust your audience during the campaign to remove people who’ve already intentionally streamed your release in the last 21 days
  • Give a user only one Marquee per release
  • Give a user only one Showcase per campaign

Note: Campaigns promoting singles only reach Premium listeners (you need Premium to pick and play individual tracks). Premium listeners can choose not to see campaigns, but our data shows they find them relevant and listen to the releases promoted.

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