Spotify targets Gen Z Filipino and Indonesian listeners with local artists in new brand film

Spotify aims to connect with their Gen Z Filipino and Indonesian listeners through their new “Music That Finds You” campaign that illustrates the streaming platform’s personalised music discovery services.

The campaign, which stars Pinoy hip-hop artists Nik Makino and Flow G and Indonesian rock band NOAH, will span across film, television, OOH, and digital assets.

“Gen Z are voracious consumers of Spotify’s library of audio content,” said Jan-Paul Jeffrey, SEA head of marketing, Spotify.

“They play more than 578 billion minutes of music in Indonesia and the Philippines and are more engaged with digital audio than any other generation,” he continued.

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The brand film which features Nik Makino and Flow G for the Philippines begins with an individual struggling to study for her college entrance exams. When she presses play on the Discover Weekly personalised playlist, a light, reminiscent of a bat signal, shines from her bedroom window.

The hip hop duo then ziplines through the city from the party they were at to the protagonist’s house to perform for her as she resumes her studying while bopping along with them.

The brand film brings the magic of Spotify to life and showcases the cultural influence Spotify has on Gen Z listeners that witness how niche homegrown artists are able to amass streams on Spotify, according to a statement by the brand.

“As the world’s largest global music streaming service, Spotify has the unique ability to reach youths plugged into culture and provide them with an avenue to foster more meaningful connections with artists and podcasters they love,” added Jeffrey.

Similarly, the advertisement for Indonesia begins with an individual playing their Discover Weekly playlist before starting their morning when members from NOAH parachute out of an airplane filled with other artists.

As NOAH rocks out with the protagonist in his front yard, the advertisement emphasises the playlist’s capabilities to provide listeners with personalised music that will make their day better.

Along with Discover Weekly, Spotify has Daily Mixes and their Time Capsule which are both tailored specifically to each individual listener, while features such as BLEND offer a social experience for any two listeners with a shared playlist.

As Spotify improves its services for their listeners, last month the streaming platform announced that it would be conducting another round of layoffs, just a few months after its previous wave of job cuts.

This particular wave affects the podcast division, wherein approximately 2% of Spotify’s workforce in this division will be let go.

According to Spotify in a statement, it is expanding its partnership efforts with leading podcasters from across the globe, with a tailored approach optimised for each show and creator which marks a fundamental pivot for Spotify in order to support the creator community better.

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