Spotify launches a unique update to their mobile app, Spotify Jam, via a new web film. Spotify has been ahead of the pack in music streaming innovation for years now. Creative solutions to simple but unsolved problems, paired with their inventive concepts have produced a satisfied and loyal user base. Whether it be ideas such as Spotify DJ, collaborative, blend, and made for you playlists, or listening parties which resemble their newest showing; Spotify continues to provide music listeners with resources they never knew they needed.
Everyone has been at a gathering with one person on aux who is in charge of music for the entire party. This can work out alright if the DJ is able to cater to the musical taste and vibe of each individual, but even still there will almost definitely be a song request or two. That’s where Spotify Jam comes in. Now users can simply join a jam and add what they want to hear to a shared queue. This is exactly the kind of functionality music lovers want to see offered by their streaming service, and a welcome innovation for Spotify users.
The 30 second creative installment promoting the new feature - called “Introducing Jam on Spotify” - showcases how the app’s newfound capabilities can change the dynamic of any function. Quick sweeping camera movements, panning from the phone to their users show just how Jam works. It’s as simple as tapping phones, joining the Jam, and queueing songs for the whole function to enjoy. From the closeup of the app to the wide shots of the group at the hangout, the video skillfully exhibits how everyone can get involved. Finishing with the ‘hang together, jam together’ sentiment, the spot smoothly wraps up with a clear display of the feature’s intended use.
Music culture has played a key role in marketing for some time now, but with the genesis of music streaming services like Spotify, brand partnerships and joint advertising opportunities are more abundant than ever. Agencies and brands utilize music and the culture surrounding it to stay relevant and appeal to young consumers.
Mentos’ new activation ‘Fresh Talent’ is no exception to this. The ads feature up and coming French artists, with the tagline, “Mentos Révèle la fraîcheur des artistes de demain”, or “Mentos reveals the freshness of tomorrow’s artists”. Mentos is a brand that maintained popularity in the 90s, but struggles with recognition among 18 to 35 year olds. In order to reinvigorate its reputation with young Millennials and Gen Z, Mentos is calling attention to promising new talent, and they’re doing more than just having them star in an ad campaign.
Mentos compiled a Spotify playlist for this campaign which featured the music of artists on the rise. The choice to use Spotify as the streaming service to house this playlist is no accident. The advertisement doesn’t end with the message saying, “Available on Spotify, Apple Music, and Youtube Music”, the playlist is only available on Spotify. This choice speaks to the relevance of the brand and the loyalty of its millennial / GenZ advocates. Spotify’s intuitive user interface, its myriad of unique features, and its enormous portion of music streaming market share makes it the obvious choice for a brand like Mentos. Being such a force in music streaming means that Spotify has a significant influence on music culture, therefore the music industry, and ultimately any brands aligning with musicians. involving music and music culture.
Learn more about Spotify Jam and its uses here.
