Spotify’s global director of social marketing talks SXSW as a social activation opportunity
Josh Karpf, global director of social marketing at Spotify has discussed how the music streaming company uses SXSW as a social activation opportunity.
Speaking to The Drum, Karpf explained how the company used the festival as a place to meet and engage with music lovers, while this year it hosted around 25-30 artists at its purpose-built venue.
“SXSW is a place where culture breaks and so what we try and do is a couple things – make sure the experience on the ground is great for people who are engaging with us, we obviously have a team that’s tracking conversation, engaging with people who have questions about what we’re doing here or want to come to the house,” he revealed.
“We think about social as a way to activate our communities and for them to share content with their friends,” stated Karpf while explaining the overall strategy of using social media.
The full interview with Karpf can be viewed in the video above.