• 03.25.13

Spotify Launches First Paid Ad Campaign

As competition heats up in the music-streaming space, Spotify does an ad campaign.

Spotify will launch its first-ever paid advertising campaign tonight on NBC during The Voice. It’s a multipronged approach that includes commercials, social media, and still ads, all designed to bring the music platform to a broader audience.


With that mass-appeal goal in mind, the ads speak to the universal power of music and feature a range of protagonists. The spot “Getting Weird,” for example, takes us into a kind of slow motion drug-induced haze–only the young folk in the commercial aren’t on drugs; they’re high on music. “We don’t care that it’s a Tuesday, or whose apartment this is,” the narrator states as a partier in a wife-beater and sunglasses flails around like some kind of humanoid sea anemone.

In another spot, “Her Song,” a Gen X commuter wistfully thinks about how many “memories” exist “between a chorus and a verse.” The campaign was created by agency Droga5 New York.

About the author

Jennifer Miller is the author of The Year of the Gadfly (Harcourt, 2012) and Inheriting The Holy Land (Ballantine, 2005). She's a regular contributor to Co.Create.