CHALLENGE
As the leader in music streaming, Spotify needs to take a stand against music discrimination.
As the leader in music streaming, Spotify needs to take a stand against music discrimination.
Aux Fright.
Defined as “The sensation of shock and angst one cultivates when receiving the aux cord, as they fear people will express distaste to the genre, band, song, or artist you have played for them”
- Urban Dictionary
CATEGORY TRUTH
There is a more diverse selection of music today than ever, with over 6,000 genres listed on Spotify.
CONSUMER TRUTHListeners don’t feel empowered to play the music they truly love.
People who don’t listen to mainstream music or consider themselves “music snobs” are often judged for their unique music tastes.
See “Oh Shit I’m on Aux” Reddit Thread
COMPANY TRUTH
Spotify is the platform that has enabled the growth of unique music tastes and will continue to push the category.
KEY INSIGHT
Spotify enables unique music tastes, but people fear playing their music on aux.
We’ve all been there. You get in the car with a group of friends and it is up to you to play music.
Faced with crippling anxiety, you play what is popular / mainstream that you know everyone will know, rather than introducing them to that Yacht Rock playlist that you were just jamming out to by yourself.
STRATEGY
Give Spotify Listeners a Dose of Confidence.
Inspiring creative that empowers niche genre listeners to own their music taste.
IDEA
Spotify Unwrapped.
Spotify will tease on social that they are going to be releasing something soon that exposes “the truth” on Spotify.
Unwrapped Report.
Spotify releases Unwrapped the report that shows peoples secret music taste.
#SpotifyUnwrapped Campaign