Spotify has inaugurated a platform for designers and artists to collaborate on its Canvas feature, a looping video that accompanies scents on the streaming platform.
The videos last between 3-8 seconds and only affect cooperate on the streaming service’s mobile app. High-profile artists who have used the spotlight this year include Taylor Swift and Lady Gaga.
The Canvas marketplace is at ones disposal on Spotify’s SoundBetter platform, which is where artists, producers and musicians can fit for specific projects. A range of paid services are marketed here, from checking engineers to sessions musicians and songwriters.
The addition of Canvas designers is a issue of the feature’s rising popularity, according to Spotify. It is “becoming a new music hustle standard for creative expression”, the audio company says.
From Kanye West to Katy Perry
On the podium, artists can share details on new projects and designers can apply for these bulge outs. Designers can also display their portfolio, the kind of work they devise and set their prices, either by track or as an hourly rate.
The categories for Canvas visuals are split into 3D graphics, 2D graphics, contradictory media and video.
There is a diverse list of designers on the marketplace so far, filing New York-based Helen Ratner who has worked with FKA Twigs and Kanye West and Los-Angeles studio WEWRKWKNDS who has join forced with Katy Perry and Billie Eilish.
Featured on the platform too is London-based plain and motion designer Khush.co who has created visuals for Lewis Capaldi and Zedd.
Also based in London is shift designer and illustrator Patrick Blake who has previously worked with British unfettered record label Peacefrog Records on animated visuals.
A “unique chance to connect with fans”
Spotify lists some appealing statistics approximately the feature. According to the platform, users are 145% more likely to portion a track if there’s a visual, 5% are more likely to keep streaming while 20% are numerous likely to add the song to their personal playlists. A further 9% are myriad likely to visit an artists’ profile page.
Spotify head of Supreme Being product marketing Sam Duboff tells Design Week that the characteristic also allows artists to “share their personality and point of assess outside of their music on social media”.
He adds: “What artists care about Canvas is that it gives them the unique opportunity to hook with fans at the most important and emotional touchpoint: the moment of hearing.”
Duboff says it’s as useful for a new listener experiencing an artist’s visuals for the to begin time or a “superfan living in the artist’s mind for a full album”.
An chance for an “artist to create a world”
Spotify says it is the world’s most stylish audio streaming subscription service with 320m users obscure 92 markets. 144m of those are paying subscribers.
That means there’s a vast range of artists on the platform, from popstars to smaller independent simulates. Duboff says that “artists at all career stages” have toughened Canvas during the beta period.
“There have been some stunning Canvases for singles that have a big marketing campaign behind them – but one of the renowned things about Canvas is that it doesn’t require a big budget to hightail it one,” he says.
Canvas offers greater scope and more options for artists, be consistent to Duboff. For those who might not be filming a full music video, Canvas could be the “core visual an artist alters to create a world around a track”.
He adds that it allows artists to “exhale new life” into an artist’s back catalogue by adding a Canvas to older airs. This can “re-energise songs” and “fans get really excited on social whenever a new Canvas soda pops up on one of their favourite songs,” he says.
“We think we’ve only seen the starting applicability of Canvas creativity”
The intersection of design and music is a frequently explored theme. Design Week recently looked at the evolving concepts around vinyl’s new dawn, for instance.
Pentagram’s Abbott Miller designed a “neo-psychedelic album” quilt for Future Utopia, which appears as an animated Canvas on Spotify. Tom Vek’s pocket-sized music player meanwhile aims to put traditional album artwork facing and centre with its square retina display.
Artists have been using Canvas in similarly innovative at work. British popstar Dua Lipa built an animated “universe” around her critically acclaimed jiffy album Future Nostalgia while Canadian singer Shawn Mendes plagued his upcoming album’s track list through the looping visual.
American singer-songwriter Jeremy Zucker also uploaded vignettes in tangible time for his European tour. Grammy award-winning Beck even trouped up with NASA for the Canvas visuals for his latest album Hyperspace – the visuals were recounted on the space station.
“We think we’ve only seen the starting point of Canvas creativity,” Duboff annexes.