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Spotify kicked off its first global business-to-business campaign this week, “All Ears on You,” in partnership with FCB New York.
The campaign will begin with digital audio, digital video, out-of-home and social media elements in major U.S. cities, with activations in Australia, Canada, Germany, Mexico, New Zealand, Spain and the U.K., as well as other “priority markets,” by year’s end.
Spotify teamed up with Neuro-Insight on study Sonic Science, and key findings include:
- Different genres of music tend to produce different neuro-responses: High-intensity beats and speech-drive genres, like hip-hop, tend to create an engagement bias, while instrumental and acoustic genres like rock tend to create an emotional bias, and Latin and pop music are more universal in their neuro-signature due to the mix of beats, melodies and lyrical density.