Magazine article ADWEEK

Kerry Steib: How a Spotify Marketing Employee Built a Platform for Connecting Artists and Consumers with Social Causes

Magazine article ADWEEK

Kerry Steib: How a Spotify Marketing Employee Built a Platform for Connecting Artists and Consumers with Social Causes

Article excerpt

When you first hear Kerry Steib's job title, director of social impact at Spotify, you might think it entails monitoring large social media campaigns. In fact, she coordinates Spotify's global social good efforts and connects communities of music lovers, artists and activists.

Earlier in her career, Steib worked in marketing at major companies like AOL and Google, where she learned how to build scale while acting as a megaphone for nonprofits and social causes.

She joined Spotify nearly five years ago to build its sales development team before moving into product marketing. From there, she was inspired by the work and values that Spotify displayed as a company. "They believe everyone should have access to music and the power that music has in the world," she noted. "There's a ton of quality and inclusion right at the core of the company."

Steib pitched a new role for herself that would allow her to turn those company values into actions. Now, three years later, Spotify has taken on social issues from a local level to a national scale.

At its annual SXSW house, Spotify last year worked with local middle schoolers in Austin, Texas, to help build a recording studio to add to the school's growing music production program. Musical artist BJ the Chicago Kid even pitched in, with the help of his fans, to paint and customize the space.

During the 2016 election cycle, Spotify created a program called Clarify, which highlighted eight artists who spoke out about different social and political issues. …

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