Playlist di Spotify incentrati sul brand: oltre le melodie

Playlist di Spotify incentrati sul brand: oltre le melodie

Spotify's 2024 Wrapped campaign has provided millions of its users with an insightful analysis of their listening habits in the past week. However, the streaming platform does not merely document music preferences—it shapes them as well. The platform's focus on playlists, for instance, has transformed the way people consume music, and these playlists have become a significant avenue for new songs and artists to gain traction. It's no surprise that brands from diverse sectors are flocking to Spotify to appeal to customers through playlists of their own.

Starbucks, for example, was one of the first brands to partner with Spotify after discontinuing the sale of its in-store playlist compilation CDs in 2015. As part of the partnership, Starbucks' playlists became accessible to Spotify users, and those who upgraded to a Premium subscription could earn points toward Starbucks' rewards program. Today, Starbucks boasts over 700,000 followers on Spotify and continues to create playlists for its customers.

H&M, too, has made its in-store playlists available on Spotify. According to an H&M spokesperson, The Sound of H&M playlist aims to encapsulate the essence of the brand, while providing a fresh and culturally relevant musical experience that strengthens the overall brand connection.

Gucci, on the other hand, has over 40 playlists on Spotify, including The Sound of Gucci, which was curated by DJ and producer Mark Ronson to complement the fashion house's latest collection.

For brands not naturally associated with music, Spotify offers a unique opportunity to connect with customers. In 2021, Barilla, the world's largest pasta producer, released a series of playlists intended to serve as cooking timers for various types of pasta. As a result, the brand has amassed over 480,000 followers on the platform. Nike, with its Nike Run Club profile, also uses Spotify to complement its offering. Runners can access popular Nike Run Club playlists or tune into 'Run With' playlists, curated by athletes, through the Nike Run Club app.

In 2019, KFC France went viral with its Bucket Bangers playlist, which compiled over 40 hip-hop songs mentioning the fast-food chain. Budweiser Brazil expanded on this concept in 2021 with its UninterruptAds, integrating songs mentioning 'Budweiser' into targeted ads on Spotify.

In recent years, some brands have taken their collaboration with Spotify a step further, creating music rather than merely curating it. On World Sleep Day in 2024, Emma—The Sleep Company launched its first music album, Scores of Sleep, and held a sleep concert featuring acoustic performances streamed on Spotify.

Mars Wrigley's Extra has also experimented with music, collaborating with BBC Radio 1Xtra host Joelah Noble to create the ASMR-inspired Chewns. Meanwhile, Mars' Pedigree presented dogs with various objects and recorded the resulting symphonies, which were then uploaded to a Tail Orchestra profile on Spotify. The brand donated money to the Pedigree Foundation for each stream of the album.

Spotify officially launched its consultancy, AUX, in February 2024, to help brands navigate how to use music effectively and reach new audiences through artist collaborations. Coca-Cola was AUX's first partner, and it facilitated a partnership between the beverage company and South Korean DJ and singer Peggy Gou for the Coke Studio campaign. The partnership spanned live events, social media content, a branded playlist, and even a video game. Jean-Francois Pathy, global head of Spotify AUX, stated, "Sound surrounds us, and brands must think about music as a core pillar of their marketing strategy... AUX isn't just about placing brands alongside music; it's about reshaping the way brands and music interact."

Through strategic collaborations, personalization, influencer partnerships, and viral campaigns, brands unrelated to music leverage Spotify's platform as an innovative marketing channel, fostering deeper connections with customers and enhancing brand loyalty. This multi-faceted strategy helps brands increase engagement, conversions, and ultimately, build stronger relationships with consumers.

1. Starbucks, creating over 700,000 followers on Spotify through playlists, showcases how brands can connect with customers, offering more than just music.
2. H&M's The Sound of H&M playlist, encapsulating the brand's essence and providing a culturally relevant musical experience, strengthens the overall brand connection.
3. Gucci's 40 playlists including The Sound of Gucci curated by Mark Ronson, highlight the fashion house's leverage of Spotify to promote their latest collections.
4. For brands not conventionally related to music, Spotify offers a unique opportunity to connect with customers, as Barilla and Nike have successfully demonstrated through their playlist-based strategies.
5. Innovative collaborations like KFC France's Bucket Bangers playlist and Budweiser Brazil's UninterruptAds illustrate how brands can go viral by integrating songs related to their brand into Spotify's platform.
6. Brands are taking collaboration with Spotify a step further, as Emma – The Sleep Company did with its Scores of Sleep album and sleep concert, or Mars' Pedigree with its Tail Orchestra profile and symphony albums.
7. Spotify's consultancy, AUX, launched in 2024, helps brands strategize and navigate the use of music for effective marketing, as demonstrated through Coca-Cola's collaboration with South Korean DJ and singer Peggy Gou for the Coke Studio campaign.

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