Spotify’s In-house Agency Is Propelling Its Pivot to 'Playfulness'

Gamifying marketing, eying a more interactive focus on Gen Z

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If you’re one of the 433 million people who have opened Spotify recently, you may have noticed the app has become more interactive.

There are Q&As on podcasts where audiences can offer suggestions for future guests. Some audio ads have clickable links. You can even create your dream band—and corresponding playlist—via the Super Grouper feature (Abba x Fleetwood Mac, naturally).

None of this is a coincidence. Spotify’s top marketer Taj Alavi has been on a mission to strengthen the platform’s interactivity since joining in June 2021.

Spotify wants to capture young, millennial and Gen Z audiences who expect real-time feedback and immersive experiences from brands.

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