Music streaming powerhouse Spotify is all set to engage its Gen Z listeners in the Philippines and Indonesia on a deeper level. The new campaign, “Music That Finds You”, is designed to highlight Spotify’s personalised music discovery feature, transforming the way listeners interact with music.
Showcasing the prowess of Pinoy hip-hop artists Nik Makino and Flow G, along with the Indonesian rock band NOAH, the campaign is set to make waves across various platforms, including film, television, out-of-home (OOH) and digital assets.
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According to Jan-Paul Jeffrey, Spotify’s Head of Marketing for SEA, Gen Z is the demographic that consumes the most audio content from Spotify’s vast library. “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,” he remarked.
The Philippines’ brand film features a college student struggling with her entrance exams. Upon playing the Discover Weekly personalised playlist, she summons hip-hop duo Nik Makino and Flow G, who then perform for her while she studies, enlivening her evening with their energetic music.
This advertisement brings to life the magic of Spotify and highlights the cultural influence the streaming giant wields among Gen Z listeners. These young audience members can explore niche homegrown artists who amass streams on Spotify, a testament to the platform’s reach and influence.
“As the world’s largest global music streaming service, Spotify has the unique ability to reach youths plugged into culture and provide them with an avenue to foster more meaningful connections with artists and podcasters they love,” added Jeffrey.
Similarly, in the advertisement aimed at Indonesian listeners, the protagonist begins his day by playing his Discover Weekly playlist. Members from the rock band NOAH then appear, enhancing the protagonist’s morning with their energetic performance. This ad reiterates Spotify’s ability to curate personalised music that enhances listeners’ daily experiences.
Spotify’s personalised features like Daily Mixes and Time Capsule cater to each individual listener, while the social experience is bolstered by BLEND, which provides a shared playlist for any two listeners.
In line with its commitment to enhancing services for listeners, Spotify recently announced another round of layoffs affecting its podcast division. This move, which involves approximately 2% of Spotify’s workforce in the division, aligns with the platform’s expansion of partnership efforts with leading podcasters from across the globe. It is part of Spotify’s fundamental pivot to better support the creator community, with a tailored approach optimised for each show and creator.
This information is based on Marketing Interactive.
