1. How to find relevant clusters in your artist snapshot?
First, check the Clusters Table on the Overview section :
The overview is the first screen you will lend on once you open an artist snapshot, and you can always come back here using the navigation panel on the left.
Use the Clusters table to shortlist artist clusters potentially aligned with your artistic goals, strategy and promoted release. Check the top artists in a cluster, associated genres, addressable audience pools, and similarity scores (gauging the strength of your artist's connection to a cluster): higher score = stronger connection.
Leverage these insights to assess whether a cluster aligns with your artist’s / release sound, mood, and desired audience profile:
💡 Example: If you’re promoting a dreamy indie pop release, look for clusters featuring artists like Clairo or Dayglow and genres such as indie pop, bedroom pop, chillwave, and dreampop. Multiple clusters might fit your initial criteria.
Then, dive deeper into each cluster using the cluster focus view by clicking on any row in the Clusters table or via the navigation panel on the left > "All clusters" section
This view allows you to study each algorithmic audience across five primary dimensions: artists, genres, audience demographics, tracks (measuring how the artist's catalog relate to the cluster audience) and playlists.
Use the Cluster Focus view to deepen your understanding of each potential target audience. Ask yourself:
What are the key demographics and locations for the cluster?
Is there a clear consumption context attached to the cluster?
Does the cluster’s genre & mood profile align with the upcoming release?
Are listeners in this audience likely to enjoy the promoted release if it's recommended to them?
etc.
💡 Pro Tip: You can use the cluster menu to update the cluster name or add it to favorites to make it stand out across the rest of the app.
A robust understanding of the cluster audience will help you prioritize and effectively tailor your marketing approach.
💡 Example: You notice the cluster's playlists are dominated by Gym & Workout themes, suggesting workout as a key consumption context. Leverage this insight by pitching to relevant editorial and third-party playlists or including "workout" and "gym" as audience interests in digital platform targeting.
Then, assess cluster connections on the Clusters Map:
Navigate to the Map section via the left navigation panel to examine cluster-to-cluster connections and assess potential halo effects. This helps you understand the connections between your artist and their clusters, as well as the ties between clusters themselves. Use this information to anticipate the halo effects of your targeting.
💡 Example: You find that the first cluster, while well-aligned with the upcoming release, has a limited addressable audience. You expand your target to include adjacent clusters on the Clusters Map, broadening your reach while maintaining consistency.
And use the Audience section to finalize target audiences:
Navigate to the Audience section and filter relevant clusters using the multi select dropdown at the top right of the screen.
This lets you benchmark cluster demographics and shape your final target, summarizing the audience profile when combining multiple clusters. Use age, gender, and location data to confirm alignment with your strategy and inspire your marketing campaign.
💡 Example: Brazil emerges as the second-largest market in your target (32% of the audience pool, after the US). With this insight, you emphasize Brazil in your marketing plan by running a dedicated digital campaign in Portuguese, securing local PR, and pitching to local support.
2. How to export your data for easy Spotify optimization & digital campaign targeting?
To export your target audience, click "Download targeting report" at the top of the page. Make sure that your filters are set to relevant clusters before you export.
From the following screen, choose "Request targeting report" option to receive an email with all the necessary information regarding your selected clusters, in order to target them precisely in your future marketing campaigns.
Ready to act?
Check out our guides on how to use you cluster targets for Meta (Facebook/Instagram); Google (Google Ads/ YouTube Ads); TikTok or Spotify targeting & optimization.
But also, before you take action...