Meow-sic! Spotify now has playlists for your pets
Platform looked into the data, and it said your pooches and kitties would appreciate it
Editor's Pick
Spotify has made an art of turning data into entertaining (and informative) campaigns. While past efforts have shed light on our own listening habits and the popularity of various songs and artists, its latest dip into numbers has taken the platform into the world of our four-footed friends with the debut of “Pet Playlists.”
The new service allows listeners to create a playlist specifically tailored to their pets’ species and personality. A dedicated site invites visitors to input the type of pet they have.(For now, that’s limited to just dog, cat, bird, hamster and, curiously, iguana—sorry, fish and snake owners.) Users then have to select pets’ various personality traits—energetic vs. relaxed, shy vs. friendly, etc.—and Spotify will churn out a lineup of about 30 tunes. (We tried it out and the music seems pretty pleasing to human ears too.)
The idea was inspired by a Spotify survey that found that 71% of pet owners around the world play music for their pets, while about 80 percent of them also believe their pets enjoy music. It also found that most pet owners think music is helpful in promoting their pets’ happiness and staving off loneliness, while nearly 50 percent of owners believe their pets actually prefer certain genres (classical and soft rock, were most popular, apparently).
This isn’t Spotify’s first associationn with the animal kingdom, however. In Germany, a dog shelter tapped into the brand's API to help connect potential adoptees with “parents” that shared the animals’ taste in music.
Credits
- Date
- Jan 15, 2020
- Client :
- Spotify
- VP Global Executive Creative Director :
- Alex Bodman
- Group Creative Director :
- Dan Brill
- Creative Director / Film Director :
- Noel Yeo
- Global Brand Design Director :
- Rasmus Wangelin
- Design Director :
- Ellen Pai
- Director Integrated Production :
- Belinda Lopez
- Executive Producer :
- Lauren Keller
- Senior Integrated Producer / Film Director :
- Zack Grant
- Business Affairs Lead :
- Lauren King
- VP Global Brand :
- Alexandra Tanguay
- Head of Global Brand Team :
- Lauren Solomon
- Global Brand Lead Markets :
- Payman Kassaie
- Global Brand Manager :
- Prapti Pandey
- Global Director Brand Strategy :
- Zach Pentel
- Creative Strategy Lead :
- Nathan Doiev
- Senior Legal Counsel :
- Sarah Henderson
- Legal Counsel :
- Ali Zeren
- Senior Paralegal :
- Claudia Stauss
- Global Head of Consumer Marketing :
- June Sauveget
- US Marketing Lead :
- Kaleb Ruel
- Senior Marketing Manager US Consumer Marketing :
- Kate Cohen
- Associate Marketing Manager US Consumer Marketing :
- Dayna Tran
- NA Social Community Manager :
- Chris Hill
- UCANZ Media Lead Manager :
- Kate Griffin
- Director PR & Communications :
- Cj Stanley
- Global Editorial Lead Owned Channels :
- Charlotte Lederman
- Manager PR & Communications :
- Sydney Berger
- Machine Learning Engineering Manager II Platform :
- Gandalf Hernandez
- Data Curator Personalization :
- Alya Fetyani
- Global API Specialist Free :
- Johannes Vuorensola
- Editor Music Culture & Editorial :
- Sammy Malave
- Website :
- Stink Studios
- Executive Producer :
- Kara Masai
- Senior Producer :
- Lauren Saunders
- Executive Director of Technology :
- PJ Ahlberg
- Technical Director :
- Ben Priddy
- Creative Technologist :
- Qiuyi Wu
- Senior Art Director :
- Long Vu
- Senior UX Designer :
- Liz Wells
- Animation :
- Le Cube
- Directed by :
- Santiago Oddis
- Executive Producer :
- Fernanda Soma
- Producer :
- Luana Guareschi
- Film Production :
- SLMBR PRTY Films
- Directed by :
- Zack Grant
- Directed by :
- Noel Yeo
- Executive Producer / Partner :
- Sarah Donnenberg
- Executive Producer / Partner :
- Leah Donnenberg
- Head of Production / Partner :
- Kirstin VanSkiver
- Line Producer :
- Sloane Skala
- Director of Photography :
- Ashley Connor
- Production Designer :
- Ashley Fenton
- Editorial & Finishing :
- Exile Editorial
- Editor :
- Christopher Fetsch
- Executive Producer :
- Sasha Hirschfeld
- Senior Producer :
- LauRenn Reed
- Flame Artist :
- Adam Greenberg
- Color Correct :
- CO3
- Colorist :
- Tim Masick
- Audio Post Production :
- Heard City
- Sound Designer & Audio Engineer :
- Evan Mangiamele
- Music Supervision :
- Squeak E. Clean Studios
- Hamster :
- “Sway” by Ceraadi
Need a credit fix? Contact the Creativity Editors
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