In an exciting move that taps into the pulse of young music lovers, Spotify, the global leader in audio streaming, unveils a dynamic brand campaign designed for Filipino and Indonesian Gen Z listeners. The campaign titled “Music That Finds You” encapsulates how Spotify fuels individualized music discovery while highlighting the vibrant music culture of these nations.
The Sound of Local Heavy-Hitters
The campaign features popular local artists such as Nik Makino and Flow G from the Philippines, along with the Indonesian rock sensation, NOAH. The artists embark on a spirited journey across cityscapes in the TV commercials, reaching out to Spotify users as they fuel their various moods and moments, whether cramming for exams or rushing to their morning commitments.
Reflecting Gen Z’s Evolving Music Landscape
Spotify’s campaign goes beyond streaming music; it offers a window into the dynamic Gen Z culture. The campaign film in the Philippines spotlights the Discover Weekly personalized playlist, featuring the widely popular track “MOON” by Nik Makino and Flow G. With over 38 million plays since its release, the track epitomizes how Pinoy hip-hop, once a niche genre, has grown in cultural influence amongst local youngsters, thanks to Spotify.
A Musical Gen Z Revolution
“Gen Z are voracious consumers of Spotify’s library of audio content. They play more than 578 billion minutes of music in Indonesia and the Philippines, and are more engaged with digital audio than any other generation,” said Jan-Paul Jeffrey, SEA Head of Marketing, Spotify.
The Ultimate Platform for Youth and Brands
According to Jeffrey, Spotify, as the world’s largest global music streaming service, has the unique potential to connect culturally-engaged youths with their favorite artists and podcasters, and thus serves as an ideal platform for brands and marketers seeking to capture their attention.
Tailoring Music to Individual Tastes
Spotify offers a plethora of personalized playlists like Discover Weekly, Daily Mixes, and Time Capsule, tailored for each listener. Features like BLEND offer a shared playlist experience, while there are numerous Gen Z-centric playlists focusing on their diverse interests and moods, such as K-Pop ON! and ghosted.
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“Music That Finds You” will be launched across multiple TV stations, OOH, and digital channels. No matter your moods, moments, playlists, or genres, Spotify ensures that music will find you.