Seth Farbman — The Signal and the Story
Seth Farbman — The Signal and the Story
As CMO of Spotify, Seth Farbman believes in “telling stories by listening.” Rather than manufacturing elaborate ad campaigns, Spotify leverages its wealth of data to discover the stories that will resonate with its audience, and shares those stories in a way that feels perfectly tailored to every user.

With more than 30 million users, Spotify is able to identify trends as they happen: whether that’s an uptick in “Moving to Canada” playlists after each presidential debate, or a flurry of excitement around Pope Francis’s surprise release of a rock album. Farbman’s team is responsible for sorting through these trends to identify the most meaningful insights and then finding creative ways to share them with a larger audience. More than ever, successful marketing is a combination of art and hard data science.
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