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Tag: Spotify India

  • IPL 2022: Spotify ups its marketing game with Leo Burnett India

    IPL 2022: Spotify ups its marketing game with Leo Burnett India

    Mumbai: Audio streaming platform Spotify India has rolled out a new multilingual campaign to leverage the ongoing Indian Premier League (IPL) season. The marketing campaign has been conceptualised and created by Leo Burnett India.

    Crafted on the insight that music makes life better, the campaign will include 15 films which will be aired in phases throughout IPL 2022. “IPL is one of the biggest sporting events of the country and is avidly watched across India, and with this campaign, Spotify hopes to strengthen its presence across all markets,” said the statement.

    The Spotify IPL campaign focuses on the power of music to help tide over even the most boring or tough situations one may find themselves in. The 15 film campaign is shot in Hindi for Hindi-speaking markets, in Telugu for Andhra Pradesh/Telangana market, and in Tamil for the Tamil Nadu market.

    “This campaign literally allows us to see situations through the filter of music, making us see humour even in a situation where you are stuck,” said Leo Burnett South Asia CEO and chief creative office Rajdeepak Das. “Keeping the signature Spotify humour intact, we’ve created a language native campaign that will hold appeal across the length and breadth of the nation. No matter what the situation, Spotify has the right music solution. Spotify ‘Sunte Ja’.”

  • Spotify offers a new talent platform for women podcast creators

    Mumbai: With a goal to spotlight and nurture India’s growing audio community, Spotify has launched ‘Sound Up’, a global program created to identify underrepresented communities. It enables participants to hone their podcast skills through training, mentoring, workshops, and full-program support provided by the audio streaming platform. In India, Spotify will focus on women as an underrepresented community, with the hope to bring more female talent into India’s thriving audio ecosystem.

    The facilitators for this free program include renowned radio presenter, journalist, podcast producer, and audio content & production consultant – Mae Mariyam Thomas and an eminent writer, producer, and original content creator – Riya Mukherjee. Ten finalists will be chosen to attend the program later this year.

    Spotify global lead-Sound Up, Natalie Tulloch said, “Since its launch in 2018, Sound Up has successfully supported the voices of underrepresented communities with an aim to tackle inequity. The program seeks to identify opportunities for new talent, and we are eager to find and represent unique female storytellers from India. Ultimately, we want to create a cascading effect where, as we support more women, they in turn act as role models and empower other women in their network to dial up the female voice in the audio industry.”

    “And to ensure everyone has equal access to resources and technology, Spotify will provide computers, internet access, and podcast recording equipment to the Sound Up participants,” she added.

    Earlier this year, Spotify launched AmplifiHer in India, a sustained initiative that includes women across music and podcasts, inspiring upcoming talent through their own career paths and stories of success and failure, and EQUAL, which caters to female artists and podcasters, by featuring them prominently on the platform.

    In the past, Sound Up has been offered to women and non-binary people of color in the US, UK, Ireland, and Sweden; young people of colour from the Periferias in Brazil; and members of the LGBTIQA+ community in Germany.

    Interested candidates above the age of 18 can now apply online until 26 July, with more details available at soundupindia2021.splashthat.com/.

  • Spotify India’s #PlayThis campaign by 22feet Tribal Worldwide trends on Twitter

    Spotify India’s #PlayThis campaign by 22feet Tribal Worldwide trends on Twitter

    NEW DELHI: On World Music Day, Spotify India launched an innovative Twitter campaign #PlayThis. The idea centers around the twitterverse discovering playlists by using any emoji of their choice. Conceptualised by 22feet Tribal Worldwide, part of the DDB Mudra group, the activation gained traction in the very first hour, with people trying out different combinations of emojis to find a playlist. Through the day the engagement grew exponentially, where at one point the #Playthis trended at #5 worldwide. It featured in the top 10 topics in over 17 countries including India, USA, Australia and Canada. It also ranked No.14 as the "Longest Trending Hashtag Worldwide" on Twitter worldwide.

    The campaign speaks to today's generation who prefer to express their feelings through emojis. Music is all about emotions and Spotify offers a playlist for every single one of them. Building on this insight, Spotify India and 22feet Tribal Worldwide let the world discover music in a language they were most comfortable with.  

    The idea was brought to life with a first-of-its-kind Twitter partnership in India, where an engine was created to map all the emojis available on both Android and iOS platforms. These 3304 emojis were then systematically mapped to specifically curated Spotify playlists. All one had to do was tweet an emoji of their choice, and in a matter of seconds, they received a playlist representing that emotion.

    The campaign performed exceedingly well even with users actively tweeting about World Yoga Day, Father’s Day and Donald Trump’s Oklahoma rally among others, which all occurred on the same day. Reaching over 243k conversations globally, Spotify India generated 39k engagements on Twitter within 24 hours.

    22feet Tribal WW, national creative director Debashish Ghosh said, “Music and emojis have quite a few things in common – both are universal languages that transcend boundaries and allow emotions to be expressed and shared. We decided to intersect these two and explore the ideas that emerged once we added Spotify’s key differentiator – their curated playlists, as the third element into the mix. That’s how #PlayThis on World Music Day came about. It was designed to connect in the moment with music fans and elevate their experience by making it participatory and personalised on the back of an automated engine. The response has been phenomenal and humbling to say the least. It reaffirms the belief that simple ideas still fly high.” 

  • Spotify invests in 3 original podcasts for Indian market

    Spotify invests in 3 original podcasts for Indian market

    MUMBAI: Opening new opportunities for the growing creator community in India, Spotify has announced three original podcasts for the country, which will go live on the platform on 3 December. Tapping into pop culture, cricket centric ‘22 Yarns with Gaurav Kapur’, fiction thriller ‘Bhaskar Bose’ narrated by Mantra, and love and relationship advice-based ‘Love Aaj Kal’ by Aastha & Ankit, Spotify is looking forward to strengthen its position within the market.

    The announcement comes as a reiteration to Spotify’s global audio-first strategy that focuses on the brand’s potential to grow faster with more original podcasts. As with music artists, Spotify aims to offer better discovery, data, and monetization to podcast creators.

    Spotify marketing director—India Amarjit Singh Batra said, “Storytelling is intrinsic to India, and almost nostalgic because most of us have grown on stories that our grandparents and parents told us; Spotify wants to re-establish that listening culture here, especially as users seek more screen-free moments. We are so happy to partner with these talented storytellers who’ve managed to explore different aspects of the local culture to deliver differentiated content and rekindle the love Indians have for audio.”

    With over 500,000 podcast titles on the platform, up from 10,000 in 2018, Spotify has seen exponential growth in the podcast hours streamed globally (up approximately 39 per cent from Q2 2019 to Q3 2019), with podcast adoption reaching almost 14 per cent of total monthly active users (MAUs). And while the U.S. accounts for the largest share of podcast streams, a majority of the growth and listening is now coming from outside the U.S.

    “Just a little over one year ago, we announced Spotify for Podcasters, which provides listener insights to all creators who have podcasts on our platform. Today, we have 140,000 registered creators across the world, on the platform, and the data for a few of these creators shows that India features in their top streamed markets. Much of this content is lifestyle, educational, and news,” added Batra.

    India features in the all-time top 3 streaming markets for tech show Waveform: The MKBHD Podcast, and for On Purpose with Jay Shetty, a show that’s been number 1 on Spotify’s India podcast chart since the time of launch. The country is also currently in the top ten streaming markets for TED Talks Daily and The Mindset Mentor. Other globally acclaimed podcasts such as Stuff You Should Know, and BBC’s Global News Podcast are also in the top 20 most streamed podcasts in India. Interestingly, local charts showcase 60 per cent of the top 10 podcasts on Spotify are on self-motivation-based lifestyle content.

    Globally, Spotify has invested in new original podcasts in the US, Europe, and South America. In June this year, President Barack Obama and Michelle Obama’s production company, Higher Ground, announced a partnership with Spotify to produce podcasts exclusive to the platform. The acquisitions of podcast networks Gimlet, and Parcast, and creator platform Anchor have also enabled the company to invest in high-quality content as well as providing an easy way for creators to record a podcast, respectively. In fact, the Sandeep Maheshwari podcast is an example of how Indian creators can leverage Anchor to create their content. 

  • Spotify unveils campaign for first Diwali in India

    Spotify unveils campaign for first Diwali in India

    MUMBAI: With Diwali just around the corner, Spotify has come up with a blast of creative, fun, and engaging initiatives, including some interesting TVCs featuring Anil Kapoor and Ishan Khattar, and using some of the favourite festive music tunes of its users.

    Spotify has launched 12 new playlists in Hindi, Punjabi, Tamil, and Telugu, which has music suitable for parties and prayers, both. In addition, the fun banter from Spotify’s ‘Sunte Ja’ campaign continues with protagonists Anil Kapoor and Ishan Khattar joining the brand's Diwali celebration.

    Based on the insight of how music is deeply rooted in India’s social fabric is celebrating the fervour of seasonal festivities, the campaign this time brings to life the celebration of Diwali with music. The campaign features three films that will be aired on TV, along with amplification across priority digital platforms.

    "Diwali is all about chores, family time, get together with friends, and new beginnings. We wanted our playlists and campaign to be as fresh and fun as what this festive season brings. It's also a huge festival for our diaspora audiences and our playlists have been created keeping those users in mind as well. This is perhaps one of the most important cultural moments for our users and we want to ensure we are a part of all that they celebrate," said Spotify India managing director Amarjit Batra.

    Spotify has also designed a surprise in-app experience for users on the Diwali weekend.