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Listening is Everything to Spotify's Community in 'Only You' Campaign

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Division7's Similar But Different directs hero film celebrating the uniqueness of each Spotify listener

Listening is Everything to Spotify's Community in 'Only You' Campaign

Listening is everything for the 356 million users on Spotify. With more than 70M tracks and 2.6M podcast titles to pick from, there’s a plethora of audio content to discover. So on June 2nd, Spotify launched its newest campaign, Only You.

The multifaceted data-driven creative campaign will feature an in-app experience, personalised playlists and global marketing in 22 markets across TV, social, digital and OOH.

While Spotify users have to wait a few more months for Wrapped and the top lists of what soundtracked their 2021, Only You is all about celebrating how they listen - and provides a Wrapped-esque shareable experience. Fans will also receive new, personalised playlists as part of the Only You journey.

As part of the campaign, Spotify is releasing hero films directed by Similar But Different celebrating the unique personalities, habits, and expressions of fandom within the Spotify community. The films zero in on one hypothetical listener of SZA, Lil Nas X and Harry Styles as an ode to the millions of fans who use our platform every day to connect with the music they love. 

The Only You in-app experience helps users discover: 

- Your Audio Birth Chart: Brought to life through the artists you listen to. Sun: the top artist you listened to over the last six months, Moon: an artist you listen to that best shows your emotional or vulnerable side, and Rising: an artist you’ve recently connected with. 

- Your Dream Dinner Party: The three artists you’d invite to the dinner party of your dreams. Once selected, Spotify will create a personalised Spotify Mix for each artist to set the mood. 

- Your Artist Pairs: The unique audio pairings that you’ve listened to recently, showing your range of listening interests. For example, who else would play “Greta Van Fleet” right after “Olivia Rodrigo?”

- Your Song Year: How you’ve musically traveled through different time periods. 

- Your Time of Day: The music and podcast content you listen to either early in the morning or late at night. 

- Your Genres/Topics: How music and podcast genres set you apart based on your listening habits.

“Only You celebrates the uniqueness of each listener through fun stories that highlight the diverse tastes and interests across our global community,” said Neal Gorevic, global head of consumer marketing at Spotify. “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.”   

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VP, Global Executive Creative Director: Alex Bodman

VP, Global Brand: Alexandra Tanguay

Group Creative Director: Dan Brill

Creative Team: Astrid Andujar, Andrew Lindsay, Colette McIntyre, Carolina Perez Siam, Edward Yeung, Noel Yeo, Gabrielle Westfield

Global Head of Brand Design: Rasmus Wangelin

Design Director: Ellen Pai

Designer: Shivani Parasnis

Head of Global Brand: Lauren Solomon

Brand Lead: Payman Kassie

Brand Management: Prapti Pandey, Claire Ulak, Kathy Cho

Senior Producer: Saul Metnick

Business Affairs: Lauren King

Brand Strategy: Nathan Doeiv, Chris Lubin

Global Head of Consumer Marketing: Neal Gorevic

Global Marketing Strategy & Planning: Matthew Luhks, Hugo Norqvist, Krista Scozzari, Dayna Tran

Global Media: Shannen Boynton, Sarah Schlein

Program Manager: Lisa Young

Product: Thomas Gayno, Anshu Das, Udaya Pillalamarri, Yoki Yen Lam, Cait Charniga, Felix Bouleau, Ashley Casey

Data & Insights: Emily Chu, Mike Nestel, Ward Ronan, Ali Fradin

Data Science: Justin Bauman, Arjun Narayen, Olalekan Abou Bakar, Jen Lamere

Localization: Melia Wagner

Legal Council: Sarah Henderson, Adam Weissbach, Claudia Stauss

Licensing: Kelly Basdavanos

PR & Communications: Cj Stanley, Ashley Schlag, Kari Maharaj

Artist and Label Marketing: Marian Dicus, Rosa Asciolla, Andy Vincent, Taryn Lacroix, Jana Coffey, Bella Jackson

Studios Marketing: Teal Kratky


Production : Division7

Director : Similar But Different

Audio Post : Sonic Union

Animation : Hornet

Editorial : Rock Paper Scissors

Visual Effects and Finishing : Jane Studios

Color / Telecine : Primary

Music : One Thousand Birds

Genres: Music & Sound Design, People

Categories: Media and Entertainment, Streaming Services

division7, Thu, 03 Jun 2021 13:56:00 GMT