Spotify "Only you" (in-house)

Spotify has launched a data-focused campaign celebrating the uniqueness of its 356 million users.

The campaign features genres, songs and artist pairings that are unique to each listener. The in-app experience also includes an audio birth chart – which features each consumer’s top artist over the past six months (sun), their most emotional artist (moon) and an artist they’ve recently connected with (rising) – as well as three artists they would invite to a dinner party.

"Harry Styles has over 34 million monthly listeners on Spotify, but only you could play Adore You 15 times in a row while cramming for finals," an ad supporting the experience declares, while a hardworking listener stares intensely at people dressed like the former One Direction member.

The campaign also celebrates fandoms through data-driven statistics; for example, Doja Cat fans have listened to more than 4,050,732 hours of whale sounds on the app, while Lil Nas X fans have created more than 97,924 playlists with "Montero" in the title.

Spotify's campaign launched yesterday (2 June), alongside personalised playlists, digital and outdoor activity. It was created by Astrid Andujar, Andrew Lindsay, Colette McIntyre, Carolina Perez Siam, Edward Yeung, Noel Yeo and Gabrielle Westfield, and directed by Similar But Different through Division7. Media is handled by UM Worldwide. 


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