Music from some of the world's biggest current music stars, including Harry Styles and Lil Nas X, features in a global campaign from Spotify that zeroes in on users' personal listening habits.
Much as the brand has used data to celebrate people's personal playlists in its end-of-year "Wrapped" campaigns, the new push, called "Only You," serves Spotify users with what the company calls "Wrapped-esque shareable experiences." These include their own personalized playlists, with in-app features that give people hyper-personalized music suggestions such as their "Audio Birth Chart" and "Dream Dinner Party," plus content narrowed down to time of day and showing how your music listening has changed throughout the year.
Promoting these are a series of films that showcase hypothetical listeners of Harry Styles, SZA, Lil Nas X in fun ways (the Harry Styles listener for example, listens to "Adore You" 15 times while revising for finals and flirting with different people, including a Styles lookalike, on the beach). Division 7's Similar But Different directed the films.
Meanwhile, print and outdoor work taps into the stats further: for example, executions read "Only Harries eat watermelon for dinner," "43% of Harry Styles fans listen to 'Watermelon Sugar' in the evening," or "Only Lil Nas X fans call him by his real name."
“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, in a statement. “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.”