Driving massive year-on-year organic growth across 7 countries and 3 continents


Spinnup is a digital distribution platform for unsigned artists launched by Universal Music Group (UMG), a global music powerhouse, recognized as one of the world’s leading music companies. With a rich history spanning decades, UMG has played an integral role in shaping the music industry’s landscape and continues to be at the forefront of innovation, creativity, and talent discovery.

Project overview:

Astrid IQ had the privilege of collaborating with Universal Music Group on a groundbreaking project: the launch of Spinnup. This ambitious venture aimed to empower unsigned musicians worldwide by providing them with a platform to distribute their music across renowned services like iTunes, Spotify, and Deezer. The scope of our engagement encompassed launching the Spinnup website in seven countries and languages, devising an international content strategy, optimizing for technical SEO, and ensuring impeccable site performance.

  • 150% year-on-year organic growth

  • Over 11million annual page views generated

  • Simultaneous No1 rankings in USA, UK and multiple EU markets

  • Major rebrand site build and migration management

  • International launches across France, Germany, Sweden, Denmark, Norway and more


Global expansion: Spinnup needed a seamless presence in seven countries, each with its unique language and market dynamics.

Content strategy: Crafting a compelling content strategy that resonated with aspiring artists and helped them kickstart their music careers was essential.

Technical SEO: Achieving international targeting required a technically robust website setup that aligned with Google’s Core Web Vitals standards.

Our approach:

1. International website launch

We meticulously executed the launch of the Spinnup website across seven countries and languages, ensuring localized user experiences.

2. Content strategy

Collaborating closely with the Spinnup team, we developed an international content strategy aimed at spotlighting content for ambitious unsigned artists.

3. Guides for aspiring artists

We produced and optimized a series of guides tailored to help budding artists embark on their musical journeys, fostering their growth and development.

4. Technical SEO Optimization

Astrid IQ provided expert guidance on technical SEO setup, enhancing Spinnup’s international targeting capabilities.

5. Site performance

Working in tandem with the development team, we ensured that the Spinnup website met and exceeded Google’s Core Web Vitals standards, resulting in improved user experiences.


Our collaboration with Spinnup and Universal Music Group yielded remarkable outcomes:

150% year-on-year organic growth: Spinnup experienced substantial organic growth, attaining a 150% year-on-year increase in organic traffic.

11 million page views: An impressive 11 million page views were generated, signifying a notable 28% year-on-year growth in website engagement.

Global dominance: Simultaneous No. 1 rankings were achieved in critical markets, including the USA, UK, and several EU territories.

International expansion: Spinnup’s international footprint expanded to include France, Germany, Sweden, Denmark, Norway, and more, solidifying its global presence.

Contact us

If you would like to explore how we could work together, let’s have a quick chat.

You can call us between 9am and 5pm on 07976 642348 or drop us an email at john@astridiq.co.uk

Case Study: Growth - Driving year-on-year organic growth across 7 countries and 3 continents
Case Study: Growth - Driving year-on-year organic growth across 7 countries and 3 continents

John – Thank you so much for everything you have done for Spinnup! We really appreciate your hard work to get us to where we are today, and we will miss you.