Spotify Knows You So Well (And You, and You ... and You, Too!)

Putting platform users in the picture

It's official: Spotify knows you're emo.

The platform spotlights some of its 615 million monthly users in a big push that breaks today across OOH and digital in the U.S., Canada, the U.K., Ireland, Australia, New Zealand and other key markets.

Dubbed "My Spotify," the work features famous fans, such as artist and designer Carly Mark, actor Ewen Bremner, power publicist Gia Kuan and FC Barcelona players Lucy Bronze, Salma Paralluelo and Alejandro Balde.

Non-famous folks won't feel left out. Banners and in-app messages will offer playlist recommendations and more, each attuned to fans' tastes and habits.

Such outreach "is at the heart of this campaign, celebrating the unique relationship between each listener and their Spotify," says Marc Hazan, VP of marketing and partnerships. "Our goal is to capture those hyper-personal moments. With our products and features, we strive to connect fans with the audio they love in a way that can't be found anywhere else."

The work is similar to Spotify's year-end data-driven "Wrapped" extravaganzas. Those, of course, trade on global consumer trends. Here, we get a customized (mildly invasive?) approach designed to make users feel extra appreciated.

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