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      <image:title>A mile in my shoes - Grant Symons on adapting to a  changing world - Make it stand out</image:title>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Experiments - Spotify through a Systems Intelligence Lens - Make it stand out</image:title>
      <image:caption>A story of actors and dependencies: The story does not emerge from any one actor in isolation. It emerges from the connections among them: they each contribute and need something essential, but the music and audience hold the structure together. Without either, the whole story would collapse.</image:caption>
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      <image:title>Experiments - Spotify through a Systems Intelligence Lens - Make it stand out</image:title>
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      <image:title>Experiments - Spotify through a Systems Intelligence Lens - Spotify’s growth &amp; catalogue flywheel:</image:title>
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      <image:title>Experiments - Spotify through a Systems Intelligence Lens - Record labels’ catalogue &amp; revenue flywheel:</image:title>
      <image:caption>More catalogue leads to higher revenues, which in turn funds further artist signing, more music production and more catalogue, which brings in more revenue.</image:caption>
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      <image:caption>Spotify’s growth strategy strengthens it as a platform, but also strengthens the  Labels’ constraint on its profitability: More catalogue fuels Spotify’s growth but at the same time fuels the record labels’ ability to control a large proportion of the music catalogue. If Spotify’s flywheel spins faster, so does that of the labels.</image:caption>
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      <image:title>Spotify Alternative Readings - The advertisers’ perspective - Make it stand out</image:title>
      <image:caption>Brands, artists and labels all compete for the same finite listener attention. Spotify is the marketplace where that competition happens and it depends on these buyers taking part.</image:caption>
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      <image:title>Spotify Alternative Readings - The artists’ perspective - Make it stand out</image:title>
      <image:caption>Spotify’s algorithm learns from the behaviour it helped create: When Spotify rewards certain music, artists make more of it, listeners hear more of it, and those streams reinforce the original signal. Over time, the depth and diversity of the catalogue can shift.</image:caption>
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      <image:caption>Originally, Spotify depended on labels for catalogue and labels received royalties in return. Today, labels also invest in Spotify's promotional tools to increase artist visibility. The relationship has become increasingly reciprocal.</image:caption>
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