Connecting creators to fans at Spotify - Dariusz Dziuk (Product Lead, Music Expression, Spotify)
Nov 20, 2024
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Dariusz Dziuk, Product Lead for Music Expression at Spotify, dives into the fascinating intersection of creativity and technology. He shares insights from his 12-year journey at Spotify, highlighting the importance of artist engagement and real-world feedback in product development. Dariusz discusses innovative features like dynamic cover art and the significance of design thinking in enhancing the connection between creators and fans. He emphasizes adapting to artists' needs and explores the metrics that measure success in the ever-evolving music market.
Dariusz Dziuk emphasizes the crucial balance of art and science in product management, highlighting the necessity for both creativity and data-driven decisions.
The innovative process at Spotify for developing dynamic cover art showcases the importance of real artist engagement in creating meaningful user experiences.
Deep dives
Dariush Juke's Career Path
Dariush Juke has spent over a decade at Spotify, initially starting as a front-end developer before transitioning to product management. This shift came after he was inspired by the passion and creativity of product managers within the company. His experience encompasses working on various projects, often focusing on ‘zero to one’ innovations that create new opportunities from scratch. Currently, he leads efforts that empower artists through the 'Spotify for Artists' platform, enhancing how musicians express themselves and engage with their audiences.
The Art vs. Science Debate in Product Management
Dariush highlights the ongoing debate in product management about whether the discipline leans more toward art or science. He points out that while some aspects, like A/B testing, are scientifically grounded, many decisions in product management lack clear metrics, relying on intuition and creativity instead. This dichotomy reveals the complexity of product management, where understanding user needs and fostering creativity are equally essential. He advocates for a broader discussion around the less tangible, artistic elements of the discipline, which can be harder to teach and learn.
Embracing Open-ended Problem Statements
Dariush describes how he and his team received a uniquely open brief to explore ways to better connect creators and fans on Spotify. This project led to the establishment of an innovation lab where no specific features were owned, allowing for freedom to explore various ideas. By narrowing down their focus through structured weekly sprints, the team identified a promising niche involving dynamic cover art. This approach emphasized the importance of having a flexible framework that encourages innovative thinking and collaboration across teams.
Validating the Dynamic Cover Art Feature
The development of the dynamic cover art feature at Spotify required collaboration with artists to understand how they would use this new format. Initially, user research suggested that real stakes were needed for meaningful creative output, prompting the decision to launch a pilot program with selected artists. This resulted in unexpected and innovative visual interpretations of music, validating the creative potential of the feature. Subsequent analysis demonstrated that the new format not only enhanced artist engagement but also improved listener interactions, solidifying its place within Spotify's offerings.
In this episode, Dariusz Dziuk, product lead for music expression at Spotify, discusses his journey in product management, the balance between art and science in the field, and the innovative process behind creating dynamic cover art for artists. He shares insights on how to connect creators with fans, the importance of validating assumptions through real artist engagement, and the metrics used to measure success in a marketplace. Dariusz Dziuk emphasizes the need to listen to artists and adapt to their creative needs while exploring future directions for Spotify's artist tools.
Featured Links: Follow Dariusz on LinkedIn | Dariusz's website | Spotify | '#mtpcon @ Pendomonium 2024 Encore' recap feature
Our Hosts Lily Smith enjoys working as a consultant product manager with early-stage and growing startups and as a mentor to other product managers. She’s currently Chief Product Officer at BBC Maestro, and has spent 13 years in the tech industry working with startups in the SaaS and mobile space. She’s worked on a diverse range of products – leading the product teams through discovery, prototyping, testing and delivery. Lily also founded ProductTank Bristol and runs ProductCamp in Bristol and Bath.
Randy Silver is a Leadership & Product Coach and Consultant. He gets teams unstuck, helping you to supercharge your results. Randy's held interim CPO and Leadership roles at scale-ups and SMEs, advised start-ups, and been Head of Product at HSBC and Sainsbury’s. He participated in Silicon Valley Product Group’s Coaching the Coaches forum, and speaks frequently at conferences and events. You can join one of communities he runs for CPOs (CPO Circles), Product Managers (Product In the {A}ether) and Product Coaches. He’s the author of What Do We Do Now? A Product Manager’s Guide to Strategy in the Time of COVID-19. A recovering music journalist and editor, Randy also launched Amazon’s music stores in the US & UK.
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