An interesting development we saw this week is the announcement that Spotify will make available playlists for brand interaction. (http://mumbrella.com.au/spotify-launches-a-platform-targeting-brands-288043) When users hit play on one of the billions of playlists on Spotify, they signal a common activity or mood – like workout or chill. Starting May 1, brands will be able to target unique audience segments based on streams from Spotify’s 1.5 billion-plus playlists, from workout enthusiasts and commuters to millennials, parents and more. All targeted campaigns are delivered with 100% share of voice to a highly engaged audience cross-device – 148 minutes per user per day (Source: Spotify internal data).
This echoes with much of our work here at The Buzzz and showcases the way music is a powerful emotional tool in the way it evokes feelings and emotions leading to mood creation. As consumers continue to compartmentalise their lives into a range of work, travel, exercise, concentration or distraction activities we also see the overlayering of emotion to make people feel happy, focused, mellow, evoke memories or relive specific moments where music is a catalyst to take you back there.
At The Buzzz we understand emotions and the role that they have in brand relationships – this move by Spotify is further evidence of brands zeroing in on consumers in an emotional context to enable them to achieve ‘closeness’, which in itself is becoming increasingly hard to achieve using more traditional marketing communication. For our take on emotions and consumer decision making take a look here – www.thebuzzz.co.uk