Spotify in-house agency offers up 615m users to brands

Music, podcast and audi books streaming giant Spotify is launching an in-house creative agency to work with brands and agencies to build brand experiences that tap into the creative, cultural and contextual potential of the app to help advertisers reach its 615 million customers.

The launch of Creative Lab follows the results of a recent survey conducted among advertisers which revealed 92% agreed that Spotify is a great place to create customised creative experiences, and 90% agreed Spotify offers unique opportunities for brands to show their creativity.

The agency has already worked with a number of major brands, including Rockstar Energy Drink and Aperol to create customised experiences that delight audiences and drive impact.

For Aperol it is launching an Italian summer campaign next week to the rhythm of music, with the aim of raising brand awareness of Aperol among adult audiences by spotlighting its connection with music.

Aperol is building an in-app experience on the platform where listeners can discover their perfect music pairing or “Music Cocktail” for their summer aperitif moments based on their listening habits across five music genres, including indie, pop, rock, electronic, and jazz.

After users discover their “Music Cocktail”, they will receive a personalised playlist powered by Aperol on their Spotify account.

Spotify listeners will also be able to personalise their playlist based on their aperitivo preferences by adjusting an interactive mixer with options including: “Sea vs. Mountain,” “Friends vs.Couples,” and “At Home vs. Out of Home.”

Once listeners are happy with their “Music Cocktail”, they can share their aperitivo vibes on their social channels.

Spotify global creative director Kay Hsu joined the company in January, having previously been vice-president of creative and digital brand at Clinique, head of creative and design marketing partnerships at Facebook and global director of Instagram Creative Shop.

She said: “At Spotify, we’re always looking for ways to strengthen creative output and foster deeper connections between consumers and brands.

“Creative Lab allows us to go a level deeper, working even closer with advertisers to create unique creative experiences that build more meaningful connections with consumers.”

“With 87% of advertisers agreeing that Spotify allows them to be more creative compared to other platforms, Creative Lab is our latest offering as we continue to invest in more ways to help advertisers reach our immersed audience on and off Spotify, inspiring the best storytelling on the platform for brands.”