Spotify Marquee requires 1,000 streams in the last 28 days in at least one target market plus 5,000 monthly active listeners in the specific country before Campaign Kit unlocks for that geography. The right first test keeps it simple: one market, one audience segment, and a time-boxed budget so you can judge intent rate before scaling.

When Marquee is the right tool

Marquee is not a “fix my song” button. It is a reactivation and amplification tool.

Marquee tends to work best when:

You have a release window you can still promote (it has to be new enough to be eligible).
Your audience is concentrated in at least one country where you can book campaigns.
The track already converts listeners into intent actions (saves, playlist adds), not just passive streams.

If you are still early and your audience is dispersed, start with Showcase or off-platform paid acquisition, then graduate to Marquee once you have a clear “home market” with real listener density (see Spotify’s Campaign tools docs).

Eligibility checklist (before you build anything)

Marquee eligibility has three layers: booking availability, campaign access, and market-level audience minimums.

Check	What to verify	Where to verify
Booking availability	Your team and payment card are issued in a supported booking market	Spotify Campaign tools docs
`Campaigns` access	You have enough recent streams in at least one target market to unlock Marquee/Showcase	Spotify Campaign tools docs
Market-level audience	You meet Marquee’s minimum monthly active listeners in the country you want to target	Spotify for Artists → `Audience` (see Audience segments)
Release eligibility	The release meets Spotify’s content and campaign rules (format, rights, compliance)	Creating a Marquee/Showcase campaign and Spotify Ads advertising policies

Warning Do not use third-party “guaranteed streams” services to try to hit eligibility thresholds, Spotify warns against them and documents artificial streaming risks (see third-party services that guarantee streams and artificial streaming).

Step-by-step: create a Marquee campaign

This is the practical workflow for a first test. Keep it simple: one market, one segment, one budget.

1) Confirm eligibility in the target market In Spotify for Artists, filter Audience by country and confirm you meet the stream and monthly active listener minimums for Campaign tools and Marquee in that specific market (see Campaign tools and Audience segments).
2) Go to Campaigns and start a Marquee campaign In Spotify for Artists (web), open Campaigns → Marquee and Showcase → create campaign, then select the release you want to promote (see Spotify’s guide to creating a Marquee/Showcase campaign).
3) Choose one market and one audience segment Choose a single country first. Pick one segment aligned with the goal: reactivation if you have a real fan base, or controlled expansion if the track already works in programmed contexts (see audience targeting for Marquee/Showcase).
4) Set headline, destination, dates, and budget Write a headline that matches the listener’s reality (new single, album out now, catalog highlight). Use Spotify’s guidance on customizing your campaign and forecasting and budgeting to pick a budget you can justify and that meets minimums.
5) Launch and monitor intent, not just clicks Track clicks, conversion, and the downstream intent actions Spotify reports (see Track Marquee/Showcase results). If intent rate is weak, change the inputs or stop rather than forcing spend.

Targeting: what you can control (and what you cannot)

Spotify lets you choose markets and audience segments, but delivery is still algorithmic and inventory-based. Treat targeting as “guardrails,” not precision audience buying.

Markets

You choose target markets at the country level, and Spotify only allows markets where the release is available and campaign booking is supported (see Target markets for Marquee and Showcase).

If a market is not selectable, common causes include release availability, prior campaign saturation for “likely listeners,” or automated content checks failing in that market (see creating a Marquee/Showcase campaign).

Audience segments

Spotify’s audience segmentation is built around how listeners interact with you, not around ad-platform interests. Choose the segment that matches your objective (see Audience segments and audience targeting for Marquee/Showcase).

Practical starting points:

Reactivation: segments like previously active listeners when the goal is to bring warm listeners back around a new release.
Controlled expansion: segments aligned with programmed discovery only after the track has proven it can convert.

Creative and destinations

Marquee has fewer creative variables than Meta or YouTube, so the “creative” work is mostly about message clarity and choosing the right destination.

Spotify documents what you can customize (for example, the campaign headline) and the destinations available depending on the release type (see customizing your Marquee/Showcase campaign).

One important nuance: Spotify documents special destination options for some single campaigns (for example, a This Is playlist destination with additional requirements). Treat these as advanced options, not the default.

Budgeting and forecasting

Spotify publishes the budgeting rules, minimums, and how forecasting works. Use forecasting to avoid over-buying into a market where you cannot reach enough listeners to learn anything (see forecasting and budgeting).

Key constraints Spotify calls out:

Budgets are set per sub-campaign and must meet minimums.
Campaigns can end early if the budget is spent.
Billing is tied to billable clicks, including save actions counted as clicks in reporting (see billing and payments and Track Marquee/Showcase results).

Timing: release windows and practical scheduling

Marquee is designed for new releases and has hard eligibility windows tied to release recency. Spotify documents those rules in its guide to creating a Marquee/Showcase campaign.

Practical scheduling guidance:

If you are promoting a single, do not rush into Marquee on day one. Wait until you see clean early conversion signals, then run a short test.
If you are promoting an album or EP, align Marquee with the moment the audience is most likely to re-engage (release week and early week two), not weeks later.

Measurement: KPIs that matter (and how to interpret them)

Spotify’s Marquee reporting is built to answer one question: did the exposure create future listening intent?

These are the metrics that matter most for a label marketer:

Reach and clicks: proves delivery, not value.
Conversion rate: whether the campaign is aligned with the audience you selected.
Intent rate: Spotify’s intent measure is tied to saves and playlist adds, and it is the cleanest proxy for long-term value inside Marquee reporting (see Track Marquee/Showcase results).
Downstream listening behavior: look for signals that the campaign created listeners who return through active sources (profile, library, listeners’ playlists), not only one-time programmed streams (see Spotify’s Source of streams).

Troubleshooting: common blockers and fixes

These are the failure modes that stop campaigns in the real world, and what to check first.

You do not see the Campaigns tab

Spotify ties Campaign tools access to activity thresholds and booking-market rules. Start by verifying you meet Campaign access requirements and that your team and payment card are in a supported booking market (see Campaign tools).

You can book Showcase but not Marquee

This is usually a market-level audience minimum issue. Switch to a target market where your Audience stats meet the monthly active listener threshold for Marquee (see Campaign tools and Audience segments).

Your release is not eligible

Spotify documents release eligibility constraints (format, rights, and content standards). The fastest path is usually fixing distributor-delivered metadata or release configuration, not “trying again tomorrow” (see creating a Marquee/Showcase campaign).

The market is not selectable

Spotify lists reasons markets can be untargetable, including release availability and automated checks. If you believe the release should be eligible, start with a metadata and rights audit through your distributor (see creating a Marquee/Showcase campaign).

Spend delivers but intent is weak

Stop treating Marquee as a traffic source. Treat it as a conversion test. Weak intent usually means the audience is wrong for the song, the song is not converting, or both. Tighten targeting, or move budget to a different channel until the track earns its way back into Marquee.

Policy and safety

Spotify’s position is clear: avoid artificial streaming and avoid services that guarantee streams or placements (see Spotify’s artificial streaming guidance and its article on third-party services that guarantee streams).

Marquee is an ad product and is subject to Spotify’s advertising policies and content standards. If a release fails automated checks in a market, it may not be targetable there (see Spotify Ads advertising policies and Spotify’s guide to creating a Marquee/Showcase campaign).