MANILA, PHILIPPINES — With its mission of unlocking the potential of human creativity, Spotify’s powerful brand identity is all about authentically putting local artists and creators front and center. Spotify continues to leverage audio as a powerful tool for the creative scene in the Philippines.
“When we put Filipino creators at the heart of what we do, Spotify has the unique ability to reach youths plugged into culture. It provides them with an avenue to foster more meaningful connections with artists and podcasters they love,” said Jan-Paul Jeffrey, Head of Southeast Asia Marketing for Spotify.
Based on Spotify’s Culture Next insights, 66% of Filipino Gen Zs seek out unique content to learn more about the creative process of a creator they like. With youths driving the market today, Spotify has evolved to be more than the go-to platform for music and podcasts, but home to culture as well.
“Hooking” artists up to moments that matter
Titled “Music That Finds You,” Spotify’s campaign on hyper-personalized discovery, stars local heavy-hitters including Pinoy hip-hop artists Nik Makino and Flow G, Al James, Omar Baliw, and Karencitta. Nik Makino and Flow G were also “G” about going on an exhilarating journey (literally on a zipline!) to find listeners as they tune into Spotify to power their various moods and moments, such as cramming college entrance exams. The TVC featured their hit song “MOON,” which saw an increase in monthly streams.
Nik Makino expressed, “Spotify is a game-changer for artists like me. It helps us connect with listeners on a whole new level, bringing our music to the right people at the right time.”
On-platform to on stage – live!
Spotify’s music initiative “Spotify House” was all about bringing the platform to life. Gathering a community of artists, celebrities, creators and record labels passionate about music, it drove local excitement on press and in socials about the future of local music. Local DJs Butta B, CRWN & St. Vincent & The Grenadines, took to the stage, armed with their own unique sounds. Spotify RADAR artist and Davao-based hip-hop group PLAYERTWO, also got the people moving to their hits, “THAT’S MY BABY” and “TIKTIKTOKIN.”
“It feels wonderful to be spotlighted, giving us a better chance of connecting to people and showcasing that OPM is changing. The idea that five kids coming out from Davao City will be pushed by a global platform like Spotify — that is crazy. It shows anyone can do it,” said PLAYERTWO.
Leveraging audio, a rich format for deeper fan connection
With the local market in mind, Spotify launched Open Studios, a program for artists to express themselves through fresh and unique content themes. Members of RADAR artists BINI enjoying Pinoy childhood memories of singing into a fan? Check! Paolo Sandejas and mrld preparing classic silog meals inspired by their musical style — also check! The program has uplifted more than 24 Filipino artists and creators in the past six months, amplifying their reach – not just in the Philippines, but globally as well.
P-Pop RADAR artists BINI also partnered with Spotify to launch their own Podcast Ng Mga Walang Jowa, a platform for fans to know the personal side of the girls. Within a month of launch, the podcast is now one of Spotify’s top 20 podcasts. With such a level of immersion, a global study by Spotify* earlier this year found that listening to content on the platform increased listener ad engagement by 11-23% above baseline.
It’s clear that audio-first storytelling not only helps Filipinos discover new music and podcasts, but also has a positive impact on the burgeoning creative scene. Spotify is the place to be for brands and marketers who seek to win their attention.
