Spotify's artist promotion tools — Marquee and Showcase — use AI to show sponsored music recommendations only to listeners most likely to engage, based on their listening history and engagement patterns.

Marquee (launched 2019) is a full-screen sponsored recommendation for new releases. Showcase promotes releases on the homepage. Audience segments include Super Listeners, Moderate, Light, Previously Active, and Potential audiences. Minimum spend was reduced to $100, opening access to independent artists. Average ROI: 10x more listeners per dollar vs. social media ads.