Meow-sic! Spotify now has playlists for your pets

Platform looked into the data, and it said your pooches and kitties would appreciate it

Published On
Jan 15, 2020

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
Dog:
“You & Me” by Durand Jones & The Indication
Hamster:
“Sway” by Ceraadi

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