IBLA 2023 19th Edition: Spotify wins Brand Campaign of the Year
This playlist included approximately 18 popular songs in various languages, all missing the female vocal parts. Initially, this led to user confusion, but the campaign's intent was soon revealed through short video clips within the playlist.
Spotify was awarded the Brand Campaign of the Year at the 19th edition of the CNBC-TV18 India Business Leader Awards (IBLA), held in Mumbai on December 2.
The global leader in the music streaming industry recently launched an innovative campaign on its platform, aimed at amplifying the presence of women artists in the music world, featured popular duets from across India, but with a unique twist: the female vocals were intentionally omitted.
Renowned for its user-friendly interface and extensive song library, Spotify has revolutionised how people experience music. The app's personalised playlists, curated recommendations, and diverse artist and genre connections have contributed significantly to its popularity.
Marking International Women’s Day, Spotify, in collaboration with WondrLab and Sony Music India, sought to address the underrepresentation of women in the music industry. WondrLab, Spotify's agency, used the platform's strength in playlist curation to create an 'enhanced playlist.'
This playlist included approximately 18 popular songs in various languages, all missing the female vocal parts. Initially, this led to user confusion, but the campaign's intent was soon revealed through short video clips within the playlist. These clips featured artists discussing the importance of amplifying women's voices in music.
The campaign quickly became a talking point across the music industry, sparking discussions among artists, consumers, and marketing professionals. It stood out for its innovative approach, using Spotify's platform as the campaign's focal point rather than relying on social media, which is often the go-to for such initiatives.
This campaign not only highlighted the critical role of women in music but also demonstrated Spotify's commitment to addressing industry-wide issues.
Its success at the CNBC-TV18 IBLA Brand Campaign of the Year is a testament to the power of creative and socially conscious marketing.
(Edited by : Shweta Mungre)
First Published: Dec 2, 2023 8:46 PM IST
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