Apple Music listeners up 40% by aiming at one platform.
MARJA'KIM was growing on Spotify but invisible on Apple Music. Using Symphony's custom DSP targeting to point stream campaigns at Apple Music alone, his team grew listeners there by 40%.
40%
Increase in Apple Music listeners
The setup
MARJA'KIM had a growing Spotify presence and a gap where his Apple Music audience should have been. His team, led by Khil Datta, knew growing Apple Music streams is one of the harder problems in music marketing, and they wanted a listener base that did not live on a single platform.
The play
The team ran Increase Music Streams campaigns through Symphony and experimented until they found the setup that converted, leading with their best-performing asset from a deep catalog.
The unlock was Symphony's custom DSP feature: instead of splitting traffic across every streaming service, they pointed the entire campaign at Apple Music, with the audience and budget tuned to that one destination.
The results
Apple Music listeners grew 40%, bridging the gap between his Spotify and Apple Music audiences. The catalog now works on both platforms, and the playbook is repeatable for any DSP that lags behind.
Where this playbook lives now
Maestro and Simmy run this play today.
Today this is a Maestro and Simmy play. Maestro spots the imbalance in the fanbase and calls the platform worth attacking. Simmy runs the stream campaigns with custom DSP targeting, testing assets until the numbers say which one carries the budget.
Source: original case study, figures as published.
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