Spotify zeroes in on your listening habits with Harry Styles, Lil Nas X and more

New global push serves up 'Wrapped-esque shareable experiences'

Published On
Jun 02, 2021

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

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