Spotify Marquee is a paid promotion tool that lets artists and labels put their new music directly in front of listeners who are already into similar songs and artists. It’s not a mystery. It’s not a magic button. It’s a straightforward ad system built into Spotify’s app that shows up when someone opens the app - and it works because it shows up at the right moment.
What Spotify Marquee Actually Looks Like
When you open Spotify and scroll through your Home feed, you might see a full-screen card with a new song or album cover, a short video clip, and a big button that says "Play" or "Listen Now." That’s Marquee. It doesn’t look like a traditional ad. It looks like a personalized recommendation - because that’s what it is. Spotify uses your listening history to decide if you’re likely to care about this new release. If you’ve been playing a lot of indie rock, and a new indie rock album drops, Marquee might pop up for you. If you’ve never listened to that genre? You won’t see it.
This isn’t random placement. Spotify’s algorithm looks at your top artists, your most-played playlists, and even how long you’ve stayed on tracks. If you’ve saved 12 songs from an artist’s last album, you’re a prime candidate for their next release. That’s the power of Marquee: it reaches people who already have a relationship with the artist’s sound.
Who Uses Spotify Marquee?
Spotify Marquee isn’t available to every artist. It’s a tool for labels and independent artists who have a verified Spotify for Artists account and meet certain performance thresholds. That means you need a track record - not necessarily huge numbers, but consistent engagement. If your last release got 50,000 streams in the first month, you’re likely eligible. If you’re just starting out with 5,000 streams? You’ll need to build momentum first.
Major labels use Marquee to launch big singles. Independent artists use it to break through in niche genres. A punk band from Portland might not get radio play, but if 15% of their listeners are in Seattle, Minneapolis, and Denver - Marquee can target those cities. It’s not about going viral. It’s about reaching the right 10,000 people who already like your music.
How Much Does It Cost?
Spotify Marquee isn’t a flat fee. You pay per stream. You set a daily budget - say $50 a day - and Spotify runs your campaign until it hits that limit. You only pay when someone actually plays your song after seeing the Marquee card. No impressions. No clicks. Just streams. That’s different from YouTube ads or Facebook campaigns where you pay for views that might never turn into listens.
On average, artists report paying between $0.03 and $0.08 per stream through Marquee. That’s cheaper than buying a single playlist placement on a third-party service. And because the audience is pre-qualified, the conversion rate is higher. One indie artist in Portland told me her Marquee campaign cost $120 and generated 3,200 streams in three days. That’s roughly $0.04 per stream. She didn’t break even on sales, but her follower count jumped by 1,800 - and 40% of those new followers kept listening to her music after the campaign ended.
How to Set Up a Marquee Campaign
If you’re eligible, here’s how it works:
- Go to Spotify for Artists and log in.
- Find your upcoming release in the "Upcoming" section.
- Click "Promote" - that’s the Marquee option.
- Choose your budget: $25, $50, $100 per day.
- Select your target countries. You can pick one or multiple.
- Upload a 15-second video clip (optional but recommended). It can be a lyric video, behind-the-scenes footage, or even a quick clip of you talking about the song.
- Hit "Launch."
Spotify gives you a 48-hour window to set everything up before the release date. You can’t change the budget or video after launch, so plan ahead. If you’re releasing on a Friday, set it up by Wednesday.
What Works Best in Marquee Campaigns
Not every song benefits equally. Here’s what top-performing Marquee campaigns have in common:
- Strong hook in the first 15 seconds. If the song doesn’t grab attention fast, people scroll past. Marquee viewers have 3 seconds to decide whether to play.
- Clear artist branding. If your video shows your face, your logo, or your signature style - it sticks. One folk artist used a hand-drawn animation of her cat playing guitar. It got 3x more plays than her studio video.
- Timing matters. Launching on a Thursday or Friday gives you the weekend to ride the wave. Monday releases get buried.
- Combine with playlist pitching. Marquee works best when your song is already on a few editorial or algorithmic playlists. The ad drives awareness; the playlists keep the streams going.
What Doesn’t Work
Don’t expect Marquee to turn a bad song into a hit. If your track doesn’t connect emotionally, no amount of targeting will save it. Also, don’t run Marquee on every release. It’s not a spray-and-pray tool. Artists who use it too often see diminishing returns. One band ran Marquee for four straight singles - and their conversion rate dropped from 8% to 2%. Spotify’s algorithm noticed and started showing their ads to fewer people.
And don’t use it to chase numbers. If you’re only trying to hit 100,000 streams, you’ll burn cash. Marquee is about building a loyal audience - not just boosting stats.
Real Results: A Case Study
A solo artist from Portland named Lila Cruz released her debut EP in January 2026. She had 12,000 monthly listeners. She used Marquee for her lead single, "Wash Away," with a $50/day budget targeting the Pacific Northwest and California. She uploaded a 12-second video of her singing in her backyard with rain falling behind her.
In five days, the campaign generated:
- 14,200 streams
- 3,800 new followers
- 17 new playlist adds (including Spotify’s "Fresh Finds: Indie Folk")
Her total monthly listeners jumped from 12,000 to 28,000. She didn’t spend $1,000 on ads - she spent $250. And she didn’t just get streams. She got fans who came back for her next release.
Is Spotify Marquee Worth It?
Yes - if you’re ready to treat it like a tool, not a shortcut. It’s not for artists who want instant fame. It’s for artists who want to grow their audience with people who already like their music. It’s not the only way to promote music - but it’s one of the most precise.
If you’ve got a release coming up, a small but dedicated fanbase, and a song that grabs attention fast - Marquee can help you turn those fans into a movement. It’s not flashy. It’s not guaranteed. But when used right, it’s one of the most reliable ways to get your music heard by the people who actually care.
Can any artist use Spotify Marquee?
No. Spotify Marquee is only available to artists with a verified Spotify for Artists account who meet minimum streaming thresholds. Typically, you need at least 5,000 monthly listeners and a track record of consistent engagement. Independent artists can qualify - but you need to prove you have an audience before Spotify lets you advertise.
Do I need a record label to use Marquee?
No. Independent artists can use Marquee directly through Spotify for Artists. You don’t need a label. But if you’re signed to a label, they often handle the campaign for you. Many indies who use Marquee do it themselves - especially if they’re releasing music on platforms like DistroKid or TuneCore.
How long does a Marquee campaign last?
A Marquee campaign runs for up to 7 days, starting 48 hours before your release date. You can’t extend it. If you want to keep promoting after that, you’ll need to run a new campaign for another release. Most artists use it only for their lead single - not every track on the album.
Can I target specific cities or regions?
Yes. When setting up your campaign, you can choose up to 10 countries. You can’t target cities, states, or zip codes - but you can pick regions where your fans already listen. For example, if your music is popular in Canada and Australia, you can target both. This is useful if you’re planning a tour or have a local fanbase you want to grow.
Do I need a video for Marquee?
No, but it helps a lot. Spotify allows text-only Marquee cards, but campaigns with video get 2 to 3 times more plays. The video doesn’t have to be fancy - a 15-second clip of you performing, a lyric animation, or even a photo slideshow works. The goal is to create an emotional connection in under 15 seconds.
What happens after my Marquee campaign ends?
Your song stays on Spotify. The fans you gained stay subscribed. The real value of Marquee isn’t the streams during the campaign - it’s the long-term growth. Artists who use Marquee well often see their monthly listeners grow by 20% to 50% in the weeks after the campaign ends. That’s because the algorithm notices new engagement and starts recommending your music to more people.
