Spotify: God is a Woman

With Spotify at the forefront of many people’s mind when thinking about music, consumers are also at the forefront of theirs. Their “Wrapped” campaign analyzed user data to provide specific insights that are funny, moving, or eccentric and captures the attention of the young audience. This year with the rise of podcasts, podcast data has now been included on these various outdoor advertisements ranging from billboards to installations in buildings. Other platforms it reaches are digital, in-home, and social media to create a well rounded campaign with an expansive reach. By creating the campaign on multiple channels, the number of people it reaches greatly increases. It proves how Spotify is able to correctly identify the voice of the consumer and produce content that will be enjoyable for the target generation, resulting in an effective commercial. The specific commercial I analyzed was a picture of Ariana Grande and the number of “god is a man” versus “god is a women” playlists. This overt female empowerment concept aligns the young audience with Spotify, and shines Spotify in a good light. The solid color with bright pigments and classic Spotify font is easily recognizable due to their strong branding, so outdoor advertising is very effective. Production techniques used were the graphic design surrounding the creation of the phrase as well as stylistic choices. The powerful colors used made the image memorable and easily recognizable as Spotify, thus contributing to their brand image. Also, the choice to use Ariana Grande is smart because it plays off her already popular song many consumers would recognize. On social channels, a different audience is reached and the possibility for earned media is generated through sharing on the social platform. These techniques contribute to the final look of the commercial, and contribute a simple but powerful message. With this commercial being entered into the Media and Entertainment Category, Spotify’s in-house team demonstrated how this brilliant advertisement excelled in creativity.