J. Crew- owned brand, Madewell, has been making some interesting partnerships since their inception in 2006, stalled a little and now has been slowly building into one of those brands that is growing faster than their parent store. They are now sold in Nordstrom’s and the week that Spotify announced it’s partnership with Starbucks, the Madewell partnership got lost in the shuffle.
As I’ve mentioned before, while the streaming war is heating up, using celebrities to attract new paid subscribers being a lure by both Tidal and Apple (Drake, if you weren’t adorable before, that $19M paycheck for DJ’ing for Apple makes you the smartest one at the end of the day. Tidal wave crashing in 5, 4, 3…), making a move in a different direction is a smart play. Instead of trying to compete with all your competitors in the same exact way, for the same consumers, Spotify made the smart move to become the next level of Starbucks’ music strategy.
Spotify also made a partnership with Madewell stores which made my heart thump a little faster. Madewell held Spotify parties in their select stores the same week the Starbucks deal was announced. The Madewell website has a navigation button dedicated to their Spotify partnership, which includes spotlighting three new female artists – twin sisters – Lucius (when I read that quickly, I was thinking EMPIRE’s Lucius, when is that show back?!), LA’s Kelela, and Sharon Van Etten, all of whom have created playlists and look books. The bonus? You get 60 days of Spotify Premium gratis for shopping those looks and there’s a contest for a trip to LA.
Smart move Spotify. Partnering with Madewell expands Spotify off-platform again, one that wasn’t obvious and I applaud you. Keep it up and you’ll be following in Victoria Beckham’s footsteps, who went from Posh Spice, to having her own Posh fashion line, as well as having designing a Range Rover, which puts her into a class all of her own.