Spotify has put its exhaustive playlist front and centre of a new global brand campaign which seeks to position the music streaming service as having the best content for any time, any place, any mood and any occasion.
The twin-pronged approach champions the ubiquity and discovery of its extensive library of music and podcasts which have seen it welcome 217 million users, with localised content targeting each target market across out-of-home, digital, radio and social.
June Sauvaget, global head of consumer and product marketing at Spotify, said: “Spotify has transformed the way people find and enjoy music and podcasts, giving people around the world easy access to the content they can’t get enough of - as well as the ability to discover new favourites along the way. This multifaceted campaign sets the stage as we seek to deepen our connection with the people who already know and love Spotify and cultivate relationships and moments of discovery in areas of the world where we are looking to expand.”
As part of this approach Spotify has created a series of humorous film vignettes to communicate the difference a Spotify playlist can make to daily life; such as singing in the shower, car singalongs and power walking – all with the tagline ‘music for every mood’.
Spotify's push to promote podcasts comes amid reports that it may struggle to monetise such content.