GLOBAL – UNITED STATES, MARCH 26, 2013 – Digital music service Spotify is launching its first-ever ad campaign focused on US viewers, with the help of Droga5 New York.
Spotify is forking out $10 million on the campaign which cuts across television, print, digital and social media. The main feature titled ‘For Music’ is aired Monday night (US time) during the premiere of the new season of NBC’s "The Voice". The TV spot (90s/60s/30s) directed by Park Pictures’ Seb Edwards is an anthem of sorts. Featuring strong cinematography by Hoyte van Hoytema ("The Fighter", "Let the Right One In"), a guy is shown surfing through a faceless crowd while a voice-over underscores music as a force that can change the world.
The campaign also includes a series of 15-30s clips delineating the impact of music in day-to-day moments.
Launched in 2008, Spotify currently has over 20 million active subscribers (5 million who pay for ad-free listening) and is available in 26 countries worldwide.
It has also been reported that Spotify is looking into on-demand video service like Netflix, but according to chief executive Daniel Ek, the company is not venturing into it any time soon.
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CREDITS
Client: Spotify
VP Global Marketing & Partnerships: Erin Clift
Director of Business Marketing: Hayeon Kim
Creative Director: Rich Frankel
Head of Video: Johannes Ring
Agency: Droga5, New York
Creative Chairman: David Droga
Group Creative Director: Neil Heymann
Creative Director: Graham Douglas
Lead Copywriter: Spencer Lavallee
Creative Mutant: Kenny Kim
Head of Integrated Production: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Head of Digital Strategy: Chet Gulland
Senior Digital Strategist: Dan Neumann
Brand Strategist: Matthew Gardner
Communications Strategy Director: Colleen Leddy
Group Account Director: Tenny Pearson
Account Director: Matthew Hennell
Executive Interactive Producer: Lindsey Slaby
Digital Producer: Justin Durazzo
UX Designer: Eileen Tang
Creative Technical Lead: Fran Devinney
Designer: Ryan Hoelting
Senior Art Producer: Julia Menassa
Print Production Manager: Kim Williams
Retoucher: Travis Commeau
Broadcast Production Company: Park Pictures
Director: Seb Edwards
DOP: Hoyte Van Hoytema
Partner / Executive Producer: Jackie Kelman
Executive Producer: Justin Pollock
Producer: Caroline Kousidonis
Broadcast Editorial: Trim Edit / Cosmo Street Editorial
Editor: Tom Lindsay
Assistant Editor: Mark Potter
Executive Producer: Maura Woodward
Producer: Heather Richardson
Broadcast Post Production: The Mill New York
Head Of Production: Sean Costelloe
Producer: Lily Tilton
Colorist: Fergus Mccall
Lead Flame Artists: Westley Sarokin / Nathan Kane
CG Lead: Wyatt Savarese / Vince Baertsoen
Broadcast Music: Tonic Music Ltd
‘For Music’: Guy Wood / Jo Wills
‘Her Song’ / ‘Getting Weird’: Peter Broderick
Music Producer: Susan Stone
Broadcast Lead Sound: Studio & Wave Studios London
‘For Music’ Sound Designer & Mixer: Jack Sedgwick
‘Her Song’ / ‘Getting Weird’ Sound Designer & Mixer: Joe Mount
Broadcast V/O Sound: Studio Sonic Union
Sound Engineer: Steve Rosen / David PapaPhotography
‘Kiss’: Marcus Haney
‘Getting Weird’ / ‘Subway’: RJ Shaunessy
Interactive Production Companies: My My Star, Squarewave
Print Production: Company Portfolio One
Stylist: Imogene Barron
Set Design: Abraham Latham
