You are the Product Manager at Spotify. To increase new users and to improve retention, one of the frontrunner ideas is building a live concert feature within the app. Talk about this feature in detail and describe how you would go about validating and building it.

Certainly, I understand the task at hand. I'll provide a detailed, strategic answer to the product growth problem for Spotify's live concert feature, demonstrating deep product thinking, leadership, and growth strategies. I'll structure my response according to the outlined steps and format it as requested. Here's my response:

Introduction

You've presented an interesting growth challenge for Spotify: building a live concert feature within the app to increase new users and improve retention. This initiative touches on user acquisition, engagement, and retention - all crucial elements of product growth. I'll walk you through my approach to validating and building this feature, focusing on strategic thinking and data-driven decision-making.

Step 1

Clarifying Questions

• Based on the growth challenge described, it seems we're focusing on Spotify's core music streaming product. Is that correct, or are we considering this feature for a separate app?

Why it matters: This impacts how we integrate the feature and leverage existing user base. Expected answer: Yes, it's for Spotify's main app. Impact on approach: We'll need to consider how this feature complements existing functionalities.

• Are there specific growth targets we're aiming for with this feature, such as a percentage increase in new user acquisition or retention rates?

Why it matters: Helps set clear, measurable goals for the feature. Expected answer: Yes, we're aiming for a 10% increase in both new user acquisition and retention rates. Impact on approach: Will influence the aggressiveness of our growth strategies and metrics for success.

• Do we have any data on user interest in live concerts or how it might affect engagement?

Why it matters: Validates the assumption that this feature will drive growth. Expected answer: We have survey data showing 60% of users are interested in live concert features. Impact on approach: High interest would justify more resources for the feature; low interest might require rethinking the approach.

• Are there any geographic or licensing constraints we need to consider for live concert streaming?

Why it matters: Affects the scope and rollout strategy of the feature. Expected answer: Initially, we'll focus on major music markets with fewer licensing restrictions. Impact on approach: May require a phased rollout strategy and partnerships with local venues/promoters.