Spotify AUNZ unmasks users’ ‘music generation’ in new campaign
The Australian and New Zealand division of music streaming mega giant, Spotify, is launching an innovative campaign that unpacks their customers’ music tastes based on age generations.
Acknowledging that listeners use the platform and its features in different ways depending on their age, the ‘Connected By Spotify’ brand campaign celebrates music’s intergenerational reach, and how it’s made easier with a tool like Spotify.
So to elevate this positioning, the platform has rolled out its ‘What’s Your Music Generation?’ feature – an in-app solution that examines a user’s Top 50 songs in the last 12 months and calculates their “true generation music percentage”.
The campaign will be made available across August 11 to September 15, playing across several advertising channels, including on platform marketing (OPM), out of home, online video (OLV), and social.
Spotify has also enlisted several Australian influencers to help promote the campaign – Deja Clark (@more.dejanclark), Kat Clark (@katclark), @thetonyrhee, Ross Andrewartha (@rossandrewartha), @god_worthy and @100percentthattim.
“While the generation gap widens around us, content consumption and Spotify feature usage reveal that Australian generations are perhaps more connected than we’d all care to admit,” said Rosie Rothery, head of marketing at Spotify.
“This uniquely Australian campaign fuelled by audience insights and hyper-local cultural truths showcase some of Spotify’s most iconic and unique product features, including a world-first on platform experience that will reveal what Musical Generation you really belong to.”
‘Connected By Spotify’ launches at a time when the music streamer has seen record profit growth for its 2024 second quarter results, with the numbers of subscribers jumping to 246 million – a 12% year-on-year increase – and a total revenue amounting to A$6.24 billion.
“It’s an exciting time at Spotify. We keep on innovating and showing that we aren’t just a great product, but increasingly also a great business,” the company’s chief executive officer, Daniel Ek, commented on the results.
“We are doing so on a timeline that has exceeded even our own expectations. This all bodes very well for the future.”
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I’m a millennial. I pressed one button and it told me I had millennial tastes. It then explained it using an example of just one band i’d listened to. Groundbreaking stuff.
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