Billboard executions featuring tongue-in-cheek copy highlight artists including Selena Gomez and Bad Bunny, whose songs were among the top-streamed this year.
Elsewhere social posts blend real and digital elements to bring the creative concept to life.
A series of interactive billboards are due to spring up in cities across the world in the coming week, too.
These include a ‘lie detector’ billboard, playing on the popularity of PinkPantheress’ viral hit “The Boy’s A Liar” where people can “bring their boy to find out if he is.” Spotify also created an OOH execution featuring a Lil Yachty poster sailing on a little yacht.
Pop, personalization and partnerships
Building on that “Eras” tour hype, Spotify’s 2023 most-played artist is Taylor Swift, who has clocked in more than 26.1 billion global streams since January. Bad Bunny and The Weeknd completed the top three.
Fun easter eggs have been dotted throughout Spotify’s launch work to celebrate Swift’s achievement, sharing clues that lead fans on a trail to a celebratory video showcasing all of the artist’s favorite things, including cats and red lipstick.
