Adding a Dedicated Events Tab to Help Fans Discover Live Shows
A native Events tab for Spotify, so fans can find and book nearby shows without leaving the app
✳The problem they went after
Spotify knows which artists you follow, but when one of them plays nearby the app has nothing to say. Fans leave, search elsewhere, and finish on a third-party ticketing site that adds friction and drops booking completion. The moment of peak enthusiasm, seeing a favourite artist is in town, happens entirely off the platform, which makes this a retention problem rather than a nice-to-have.
✳What they actually did
Rajan lines up three solutions and scores them. A dedicated Events tab in the main navigation comes out top at 13.5 on RICE, with artist event search plus recommendations drawn from listening history. Push notifications when a followed artist announces a nearby show score 9, catching the moment a passive listener turns into a buyer. In-app payment scores lower on implementation complexity, but it is the one thing that removes the final handoff to third-party checkout.
✳What you can take from it
Worth stealing
- RICE scores three solutions, top one at 13.5
- Events tab fed by listening history
- Push alerts when a followed artist plays nearby
- Primary metric tests the navigation bet directly
Read this if
PMs arguing for a new tab in an already crowded navigation bar
The transferable bitA navigation-level bet is tied to a metric that can falsify it. Rather than claiming a new tab drives engagement, the write-up commits to the share of users who open an event listing after opening the tab, with click-through on both the tab button and the notification as supporting signals.
✳The submission itself
Open the PDF →Reading on a phone? The embedded viewer is cramped — open the PDF in a new tab instead.
