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Creativity Brand Strategy

Spotify’s Only You emulates Wrapped by celebrating odd habits

By John Glenday | Reporter



Creative Works article

June 3, 2021 | 4 min read

Spotify is placing you center stage of a tailored brand campaign to show that it’s not just what you listen to, but how you listen that matters.

Demonstrating that each of its 356 million listeners is unique, Spotify is using its global ‘Only You’ messaging to show that with over 70m songs and 2.6m podcasts to choose from, your listening habits are as distinctive as your fingerprints.


Spotify celebrates the fine art of listening with ‘Only You’

Spotify’s data-driven creative comes complete with an in-app experience, personalized playlists and supporting marketing in 22 markets across TV, social, digital and out-of-home.

Kicking off proceedings with a beach-bound hero film, the Spotify campaign zeroes in on the unique personality traits, quirks and expressions found within the Spotify community by giving life to one hypothetical listener with a penchant for SZA, Lil Nas X and Harry Styles.

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Building buzz in anticipation of Spotify’s end of year Wrapped initiative, which hands listeners a personalized record of their listening habits as well as customary lists of what topped the charts as a whole, the current campaign focuses more on the state of mind, behaviors and settings that contribute toward making each person’s listening experience unique.

What’s more, ‘Only You’ is built as a shareable experience, ensuring that your audio journey need not stay locked inside your head but can inspire others to venture beyond the safety of their playlists.

Spotify 2

Masterminded by Alex Bodman, Spotify’s global executive creative director, the campaign dovetails with an in-app experience that furnishes users with a welter of personalized listening data, from your unique ’audio pairings’ of unrelated artists, to your song year defined by how far back in time you listen, to the time of day you are most likely to reach for your earbuds.

By providing a custom breakdown of individual listening habits, Spotify aims not to speak to the masses but address the individual by focusing on what sets each of us apart.

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Neal Gorevic, global head of consumer marketing at Spotify, said: “‘Only You’ celebrates the uniqueness of each listener through fun stories that highlight the diverse tastes and interests across our global community. Whether you start your day with an episode of ‘Crime Junkie’ or spend your afternoon blasting ‘Rap Caviar’ while replying to emails, how we listen is a reflection of our personalities and who we are. No matter how you listen, you have a home on Spotify.”

Spotify is also celebrating creators through some highly idiosyncratic stats such as the fact that 43% of Harry Styles fans listen to ‘Watermelon Sugar’ in the evening, and an observation that Doja Cat fans listened to over 4m hours of whale song between them.

Only You by Spotify

Overall Rating 4/5

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Creativity Brand Strategy

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Spotify is a music, podcast, and video streaming service that was officially launched on 7 October 2008. It is developed by startup Spotify AB in Stockholm, Sweden. It provides DRM–protected content from record labels and media companies.  

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