Cool brand offices: Spotify

As part of our #EventCareers and Workplace report, we take a look at how music-streaming service Spotify uses its Soho HQ for events to maximise the culture of its brand.

Cool brand offices: popstar Kylie Minogue at a Spotify gig
Cool brand offices: popstar Kylie Minogue at a Spotify gig

The music-streaming service’s global offices are renowned for hosting intimate gigs under the Spotify Sessions banner, and the London base, on Argyll Street in the West End, is no exception. The latest event in the series took place in August with singer-songwriter Ben Howard. It welcomed 100 guests, including staff, partners of Spotify, press and fans. Other artistes who have played at the office include Kylie Minogue, Lily Allen and the cast of musical Once

Kate Marriage, EU experiential marketing manager, explains why the brand launched the music event series back in 2010: "Spotify’s working culture is a reflection of the company and its values, and we like to take the opportunity to show that to our users wherever possible. As well as allowing fans to get closer to the artistes, Spotify Sessions help provide a snapshot into the working culture here. We are all music lovers, so it’s important to demonstrate how passionate we are in helping fans find music, while helping artistes connect with fans through a platform that protects them from piracy."

Spotify London is very much a working office on one side of the venue, but the other half features a dedicated lounge and kitchen area where employees can relax, play table tennis and even take part in yoga sessions. This same area, which can hold up to 100 guests, is where Spotify hosts its own brand experiences and partnership events. It has a lighting rig, PA system and raised performance space. 

"We want to make clear that events in this space would have to have a Spotify element," Marriage stresses. "We would not hire the space out, it would very much have to be our own experience."