Spotify launches bespoke ‘Cosmic Playlists’ to match each astrological signs’ horoscope

For Spotify’s latest marketing push, the music streaming platform has curated a range of playlists to reflect people’s horoscopes. The playlists were informed by the astrological readings of celebrity astrologer Chani Nicholas, determining the theme and tone of the music in the playlist.

An out of home (OOH) campaign has launched the new playlists, displaying a copy of each astrological signs’ horoscope, and directing people to their respective ‘cosmic playlist’.

Spotify’s Cosmic Playlists are accompanied by the horoscopes of each astrological sign.

Chani Nicholas described the impact music can have on complimenting astrology: “When a song resonates with you, it might feel really personal, like it’s speaking about your own experience. But it’s also speaking to a huge, broad audience. When there’s something collectively going on where a song resonates for a lot of people, it’s the same way that a horoscope will speak to the archetypal themes of the moment.”

The campaign is designed to grow engagement amongst millennial users, given the growing popularity of horoscope apps and astrology. The playlists are supposed to help users reflect on the direction of their lives, instead of making the bold predictions of fame and love that stereotypical horoscopes may make.

Nicholas added: “Horoscopes are a very tiny portion of what astrology is. Most people conflate the sign that the sun was in when they were born—their sun sign—with their entire astrological makeup. But that sign is only one small piece of the huge mosaic that is your entire chart.

“Cosmic Playlists are my collaboration with Spotify to bring you a soundtrack to the astrology for the month ahead. It’s a monthly horoscope in music form. You can use them for inspiration, reflection, or for your own personal dance party. Your written monthly horoscopes are published on the playlists too: look for a pop-up window when you open the playlist on your mobile phone.”

The 12 playlists will change every month to reflect the new readings.

A widespread OOH campaign supports the playlists’ launch

Spotify is known for marketing campaigns that involve bespoke playlists. Earlier this year, Spotify launched a campaign inspired by ‘meme culture’, that considered the little moments in life, like eating toast at the bus stop when you are running late for work, and matched them with a playlist, like ‘Al Fresco Dining’.

At the end of 2018, the music streaming platform took a comical look at the year in review, launching an OOH campaign that posted fun facts about music and current affairs from the year.



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