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Strategystandard
Should Spotify start selling concert tickets directly?
How to approach it
Ask what Spotify brings to ticketing: it knows which fans listen most to each artist, which could help both fans and artists.
How a strong answer opens
“I'd first ask what Spotify brings to ticketing. It knows which fans listen most to each artist, which could help both fans and artists at the on-sale.”
Outline of a strong answer
Try answering out loud for a few minutes before you open this.
- Clarify the goal: revenue, artist relationships, fan engagement
- Size the ticketing market and margins
- Assess advantages: listening data, fan reach
- Assess barriers: venue contracts, entrenched sellers, operations
- Consider partnership (fan presales through existing sellers) versus direct entry
- Recommend starting with presales for top listeners; measure tickets sold per artist and fan satisfaction
Where this question usually goes wrong
Saying yes because of the listening data while ignoring venue contracts, established ticket sellers and the work of running ticketing.
Learn the method
Should we enter this market? in Module 5, Product strategy.
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