When advertisers create digital audio for Spotify, they have the opportunity to reach passionate music lovers and dedicated podcast listeners who tune in day after day – if not really busy listeners. The Most engaged listeners. And while the use of audio content is growing without any signs of declining, digital advertising is also becoming mainstream. Now, Spotify Advertising is taking advantage of this reality to excite advertisers, publishers and manufacturers about this opportunity through our real-world B2B brand campaigns. All years on you.
We show advertisers what it means to reach a fully engaged audience by imagining a Spotify experience, where each listener is immersed in Spotify as they spend their day – protected from the hustle and bustle of everyday life.
Part of our campaign is a stunning video made in collaboration with a film director Amber Please Johnson. The video, shot in Mexico City, shows this true immersion in a beautiful combination of live action and visual effects, perfectly prepared for the song. “Feet don’t fail me now”By Spotify Radar Artist Joy Crooks.
For the record He took the time to talk with Amber about her love of music, the creative side of the campaign, and her goal of working with Spotify’s ad team.
Why were you interested in working with Spotify?
Music is one of the biggest inspirations of my life. I am a person who needs 360 degree stimulation. Music helps to make the world romantic by injecting it with pure delicious immersion. What a horrible role Spotify plays every day for me – how horrible it is to feast on my ears with the infinite soundtrack of my life.
And since I love all genres (and I surprise myself with what I love), Spotify gives me a way to discover newness (and antiquity). I truly believe the world would be a lost and scary place without this medium.
I’ve always been a fan of Spotify. Since I started managing professionally three years ago, I’ve had Spotify on my list as a brand that I admired and dreamed of working with. And this experience was absolutely living with that dream of mine.
Tell us a little bit about the direction of the film All Years on You. Are you set to publish elements?
Strong women and the art of giving up. The film is a window into the life of a truly present person – a young woman who denies the seriousness of today’s experience through music. Our protagonist is able to rise above the panic of the digital zigzag, a suffocating insanity at a time.
As someone who survives and dies by Spotify, I believe music has healing powers. And whenever I get in a bad mood, I play James Brown’s “People get up and run your cowardly spirit,” and it works like magic. I wanted to share the wonders of music and if it could take you to another level, if you let it.
In this part, we feel so comfortable in ourselves that he feels free enough to do the same for you. If anything, we want people to see it and feel inspired to make their lives romantic, add a spice like coming home from work – no matter how mundane. My goal is to shake your legs with some spotify.
The song in the video is “Feet don’t fail me nowBy Joy Crooks. How did you choose this song? How did this affect the story in the video, and vice versa?
We all wanted to find the perfect song that is magnetic and lively and the rise of an artist. Spotify’s algorithm is powerful and has kept me personally close to many artists who were no secret to me. Finding that balance was essential, especially for a brand that has a real impact on the way the world experiences music.
When we auditioned for the song (I mean, we tried hundreds of options!), “Foot Don’t Fail Me Now” hit just differently. It was Amy Winehouse-Bill feeling. There’s something about instrumentation that makes me feel like it’s in the consciousness of a James Bond soundtrack. And, of course, the lyrics are very synchronous with the visuals. Joy Crooks is an artist, with the real intent behind her craft, pulling something bigger.
There is a part of the video where the music is completely cut off and then the little podcast snippet begins. Was it something you imagined from the beginning?
The real idea was that this one girl was living her best life in her bubble in the midst of an intense world of confusion. I’ve been inspired to expand beyond his point of view and introduce myself to other characters who find almost erroneous escapism in music. Whether you’re a couple falling in love while sharing a song, listening to an alien podcast trying to spend time on a bumper-to-bumper, or a dreamer healing his anxiety with a meditation podcast – we can all live in our comfort zone if we wish.
You usually work in consumer promotion. Did you change your mind when pointing to this B2B video for Spotify ads?
I think the best advertising is rooted in a simple idea: how to successfully sell a dream and a feeling. In this picture, you rarely see the product, but you can feel its effects.
To fall in love with everything I do, I have to see its beauty and purpose. I try my best to communicate advertising with an art form and some psychology. At a basic level, what do people want? What makes us think? People get excited about what others are passionate about. And I personally engage in videos that make me forget where I am and take me on a ride. For this film, the music itself, is a lifeline for many people. In no way did this idea or process sound like advertising to me.
Do you expect people to move away from these thoughts and feelings?
We are living in a special time where social media and technology are questioning ourselves and performing in unrealistic and unnatural ways. I believe we are all dying for some reality – a very backward, raw and real, less necessary pivot for less self-existent existence. I hope this piece reminds viewers of their inner child and that you are sexy yourself!
Learn more at ads.spotify.com/all-ears-on-you.