Spotify Buzz Fan Engagement Concept

Context

Product marketing concept. Mobile Marketing & AI coursework, Cal State East Bay.

The problem

Spotify has 600M+ users but no real community layer. You can follow an artist, stream their music, and buy merch, but you can't talk to another fan about it anywhere on the platform. For artists with deeply invested fanbases like Taylor Swift, that's a missed engagement opportunity sitting right inside the app.

The insight

Fan identity isn't just about the artist — it's about the era. A Taylor Swift fan who lived through Folklore has a completely different emotional relationship with that album than someone who discovered her through Midnights. Treating all fans the same ignores the most powerful engagement lever available: belonging to a specific moment.

What I designed

A Figma prototype of Buzz, a fan engagement layer built into the existing Spotify artist page. Core features:

• Eras Roadmap: a visual scrollable timeline of the artist's discography where each album unlocks exclusive content and a dedicated community chatroom
• Era-specific chatrooms: each room inherits the visual identity of that album — Red Lip Society for Red, Folklore Fireside for folklore, Evermore Echo for evermore, Midnight Reverie for Midnights
• Identity-first login: Log in with Your Taylor Swift Website Account as a login option, reducing signup friction for fans already embedded in the artist's ecosystem
• Artist page integration: Music, Clips, Merch, and Roadmap tabs sitting natively in the existing UI

The product marketing thinking

The chatroom color system wasn't just aesthetic — it was a retention mechanism. When your community has a visual identity tied to something you love, you come back to it. The era-specific framing also solved a segmentation problem: instead of one undifferentiated fan community, fans self-select into the rooms that match their identity.

GTM strategy

$78K campaign budget across a 10-week launch timeline spanning influencer partnerships with fan accounts, paid social targeting Swifties aged 18 to 34, and AI-generated content for the launch campaign. Projected a 35% increase in daily active user engagement among Gen Z and a 25% boost in UGC across platforms.

Tools used

Figma, InVideo AI, Suno AI.