Typically, the term 'all-nighter' is dreaded by post-secondary students who have a big essay or exam coming up and must work throughout the night -- but this student concert offers a very different interpretation.
A large part of Spotify's target demographic is made up of young, college-aged students and its 'Secret Social' event offers an exciting experience for them. The company markets the student concert as "Spotify's biggest student all-nighter" and offers tickets to a small private party in which university students are able to relieve stress. The tickets are won through social media, with participants commenting on a Spotify video and hashtagging their universities in order for a chance to gain access to the student concert.
By catering to university students through popular social media channels, Spotify is able to both market itself and offer support to one of the demographics that sustains its business.
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