Spotify zeroes in on your listening habits with Harry Styles, Lil Nas X and more
New global push serves up 'Wrapped-esque shareable experiences'
Editor's Pick
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.”
Credits
- Date
- Jun 02, 2021
- Client :
- Spotify
- VP Global Executive Creative Director :
- Alex Bodman
- VP Global Brand :
- Alexandra Tanguay
- Group Creative Director :
- Dan Brill
- Creative Team :
- Astrid Andujar
- Creative Team :
- Andrew Lindsay
- Creative Team :
- Colette McIntyre
- Creative Team :
- Carolina Perez Siam
- Creative Team :
- Edward Yeung
- Creative Team :
- Noel Yeo
- Creative Team :
- 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
- Brand Management :
- Claire Ulak
- Brand Management :
- Kathy Cho
- Senior Producer :
- Saul Metnick
- Business Affairs :
- Lauren King
- Brand Strategy :
- Nathan Doeiv
- Brand Strategy :
- Chris Lubin
- Global Head of Consumer Marketing :
- Neal Gorevic
- Global Marketing Strategy & Planning :
- Matthew Luhks
- Global Marketing Strategy & Planning :
- Hugo Norqvist
- Global Marketing Strategy & Planning :
- Krista Scozzari
- Global Marketing Strategy & Planning :
- Dayna Tran
- Global Media :
- Shannen Boynton
- Global Media :
- Sarah Schlein
- Program Manager :
- Lisa Young
- Product :
- Thomas Gayno
- Product :
- Anshu Das
- Product :
- Udaya Pillalamarri
- Product :
- Yoki Yen Lam
- Product :
- Cait Charniga
- Product :
- Felix Bouleau
- Product :
- Ashley Casey
- Data & Insights :
- Emily Chu
- Data & Insights :
- Mike Nestel
- Data & Insights :
- Ward Ronan
- Data & Insights :
- Ali Fradin
- Data Science :
- Justin Bauman
- Data Science :
- Arjun Narayen
- Data Science :
- Olalekan Abou Bakar
- Data Science :
- Jen Lamere
- Localization :
- Melia Wagner
- Legal Council :
- Sarah Henderson
- Legal Council :
- Adam Weissbach
- Legal Council :
- Claudia Stauss
- Licensing :
- Kelly Basdavanos
- PR & Communications :
- Cj Stanley
- PR & Communications :
- Ashley Schlag
- PR & Communications :
- Kari Maharaj
- Artist and Label Marketing :
- Marian Dicus
- Artist and Label Marketing :
- Rosa Asciolla
- Artist and Label Marketing :
- Andy Vincent
- Artist and Label Marketing :
- Taryn Lacroix
- Artist and Label Marketing :
- Jana Coffey
- Artist and Label Marketing :
- Bella Jackson
- Studios Marketing :
- Teal Kratky
- Media Agency :
- UM Worldwide
- 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 Colors
- Music :
- One Thousand Birds
- Managing Director :
- David Richards
- Managing Director :
- Kamila Prokup
- Co-Founder :
- Patrick Milling-Smith
- Co-Founder :
- Brian Carmody
- Chief Operating Officer :
- Andrew Colon
- Head of Production :
- Alex Hughes
- Producer :
- Arlene McGann
- Production Supervisor :
- Ashley Roberts
- DOP :
- Todd Martin
- 1st AD :
- Ezra Bazel Hill
- Production Designer :
- Emma Rose Mead
- Art Coordinator :
- Jennifer Fullwood
- Editor :
- Akiko Iwakawa-Grieve
- VFX EP :
- Rich Rama
- VFX Supervisor :
- Gavin Mijkovich
Need a credit fix? Contact the Creativity Editors
Related work

Spotify: Spotify's 2022 Wrapped includes word search murals, trivia and your listening personality

Spotify: Spotify's CMO songs return with Mastercard and Wendy's marketers among those recognized

Spotify: Spotify's first pop-up cafe connected Gen Z fans with creators IRL
