- Oscar winner Jordan Peele’s “Us” film launched a takeover of Spotify’s TV & Movies hub on March 18 in promoting the film, which debuts in theaters on March 22,?in line with information presented to Marketing Dive.?The takeover is really a partnership between Universal Pictures and Spotify.
- The takeover involves a nearly two-hour listening experience where Peele discusses the music employed in “Us,”?and ways in which other films have tried music, just like the role of Harry Belafonte’s “Banana Boat Song (Day-O)”?during the film “Beetlejuice.”? Additionally there is a playlist curated by Peele and yet another curated by Winston Duke, star of “Us,”?called “Black Boy Joy,”?with tracks including “Tribe”?by Bas featuring J. Cole and “Carry Go”?by Chief Obi featuring Olimade.?
- The campaign will be the first film takeover associated with a Spotify hub, plus the content articles are there for premium and free users. Peele and Duke recorded custom content for his or her playlists, and content has also been produced by Spotify’s in-house Creative Solutions team in collaboration with its Shows and Editorial teams.
With the “Us”?Spotify takeover, Universal is expecting to drum up excitement regarding the upcoming release, called probably the most anticipated films of 2019. The film follows Peele’s massively popular “Get Out,”?which won the very best screenplay Oscar in 2018?and was nominated for perfect picture. The takeover is inclined targeting millennial audiences, that are fans of Peele?and also biggest Spotify users list. U.S. streams on the track “I Got 5 On It”?by Luniz increased by 120% several days after it was actually featured from the “Us”?trailer when compared to the previous week, according to details given to Marketing Dive.?
Spotify has long been looking for unique partnerships with brands to make available memorable experiences to users, grow its subscribers and boost time invested in the system, that the company likely hopes will result in increased revenue and make it compete against Pandora, Apple Music and also other services. In addition to the “Us”-themed playlists, Spotify announced a long-term,?cross-promotional content partnership?with “The Ellen DeGeneres Show.”?The tie-up contains a content hub for DeGeneres, who is going to curate themed playlists of her favorite artists, movies plus the “Ellen on the Go”?podcast.?
Brands are investing more in digital audio to realize younger consumers, with spend jumping 31%?to $935 million in the first half 2018 and also on track to surpass the format’s $1.8 billion rather than the 2019, using the Interactive Advertising Bureau.
Teaming up with Spotify allows brands to interact that has a large, highly engaged audience. Spotify’s?paid subscribers reached 87 million, a 40% increase, in Q3 2018, and was projected being as high as 96 million by Q4, according to another Variety report. Total users grew 28% to 191 million and were estimated to remain 199 million to 206 million by Q4. The platform’s TV & Movies hub has more than 2million followers.?
Smirnoff, by way of example, drove 630 million impressions with 90% earned featuring its Spotify API, the Smirnoff Equalizer, a year ago. The Smirnoff Equalizer plugged into users’?accounts and analyzed the sheer number of male versus female artists them to noticed and offered a customized slider people pay attention to more female artist. The campaign also drove a 52% improvement in how many female artists streamed on Spotify.