Let’s start with breaking down why we’re talking about playlists today…
Streaming apps like Spotify rely on a sophisticated model to decipher our likes and dislikes. (Remember that data we spoke of a couple of weeks back? Definitely helps Spotify finetune its suggestions.) Its recommendations mean we don’t have to waste time picking out track-after-track while we’re at the gym, commuting or working. This means you’re endlessly on Shuffle mode between tracks. There is another way to do this and improve the predictability of tracks. Playlists.
Know a friend or an artist who shares a similar music taste? Heard a song at H&M while shopping and you need to find it? Want to break up with someone? There’s a playlist for each one of those situations. Yes, even the last one.
Well, it is “Digital” Marketing
The rapid rise of digital natives (that’s you, Gen Z and Millennials) has translated to more time spent looking at 6-inch screens, rather than 6-feet billboards. That makes every app on our phone, and our phone itself, a marketing tool. And when there’s 271 million of us using an app each month? Streaming, at least, tens of tracks each week? As marketers, that made us do a double-take.
But, promotions?
Oh yes, promotions. Brands and music have been in a committed relationship for decades. Mac Miller & Nikes, Lil Pump & Gucci, or The Doorbeen & Prada – music, globally, is filled with artists namedropping brands. Beyond brands, music and the accompanying videos have set iconic fashion and pop-culture trends. Don’t pretend you didn’t want Taylor Swift’s skater dresses or Avril Lavigne’s punk rock look.
Playlists provide an organic avenue for brands – they can convey a message or simply, a mood. Platforms like Spotify, Apple Music, Saavn as are fresh ground for artist collaborations, endorsements and personalisation. It’s the reason why major brands like Microsoft, H&M, McDonalds and more maintain their own Spotify accounts.
That’s why when Smoor Chocolates wanted to run a campaign for Friendship Day and Rakshabandhan, we suggested Spotify. The campaign involved sending across a barcode for a playlist along with a box of chocolates. The barcode took the recipient to a playlist for siblings or friends, depending on the sender’s choice. This campaign was primarily seeded on Instagram by influencers. The result? A whopping 4X follower increase as compared to prior campaigns.
So, what does that leave us with?
Music is a powerful marketing tool. Just take a look at this playlist. 😉
See you next week!
