Spotify Alum John Marks Launches Firm to Help Artists Find Streaming Success

John Marks, Lil Nas X
Brett Carlsen/Getty Images for Spotify

(L-R) Global Head of Country Music at Spotify, John Marks and Lil Nas X visits the Spotify House during CMA Fest at Ole Red on June 06, 2019 in Nashville.

Months after he ended a run as Spotify USA global head of country programming, John Marks has established a new consulting firm,, to assist artists and their associated teams as they develop streaming strategies.

Marks' five-year tenure at Spotify built atop his previous history as SiriusXM head of country programming and a lengthy programming background at radio stations in San Diego; Salt Lake City; Little Rock, Ark.; Beaumont, Texas; and Cincinnati.

That experience provides him an insider's perspective that mirrors the skills of the country industry at large: The collective business has established familiarity with promoting to the needs of broadcasters for decades, but it now focuses frequently on a newer streaming platform with its own set of data that's influenced by a different array of consumer uses and built-in functions. The language and the needs of the platform don't always overlap with the best practices at terrestrial radio.

"Even though there is no rhyme or reason to a lot of it, I've been able to look at the data on a lot of music, and I have what I feel is a reasonable approach to what is more likely to stream than others,"says Marks.

Marks' knowledge base includes insights on release strategies, social media and some A&R decisions.

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