Emma Chamberlainlots of Anything Emma Chamberlain Her unique voice and aesthetics are gaining more and more fans. Her candid perspective goes a long way in establishing her trusting relationship with her listeners, who come back to listen again and again.
A master of branding and voice, he attended a session on brand building on Spotify Beach during the Cannes Lions Festival of Creativity to discuss not only her approach to the content she creates, but also partnerships, projects, and other projects. We talked about how to navigate the business.
She joined Charlie SmithLoewe Chief Marketing and Communications Officer, and Taj Aravi, Vice President and Head of Global Marketing at Spotify. The three shared their thoughts on engaging with Gen Z, how brands can find their voice, and Spotify’s playful new brand positioning. Here are his four tips for helping Emma and Taj find their voice, build their brand, and connect with their fans.
1. Bring out and maintain your personality across all projects.
While it can be tempting to mimic what’s trending on the internet or come up with elaborate strategies to gain popularity, creating authentic content is completely intuitive, says Emma. Rather than curating a persona or personality, she simply follows her own instincts on what to do. And she won’t stop working until she creates content she’s proud of.
Taj agrees. “Our audience knows and loves what makes Spotify unique. Staying true to our brand beliefs and principles in every collaboration, partnership, new product feature and playlist. It’s important to keep being,” she says. “While evolving our platform to be more interactive and discoverable, we also prioritize creating content that is intuitive and speaks to our community of creators and fans alike.”
When it comes to marketing Spotify, we focus on what makes the brand special to creators, artists and fans. why? Everything that happens in the world unfolds, evolves and is remixed on Spotify. “Pressing play on Spotify gives you an enhanced musical experience of whatever is happening in the moment,” says Taj. “This is the cornerstone of the new NOW brand campaign that will begin rolling out in many markets around the world this week.”
2. Find Brand Partners You Really Love
Especially if you’re just starting out, you might be tempted to partner with a brand that will work with you. But both Emma and her Spotify maintain their credibility and identity with enough obsession.
“There is a freshness to our platform,” says Taj. “Spotify is where global culture is created, shared and celebrated by fans and creators around the world. We are looking for brand partners and creators who share this passion to nurture culture.”
“I’m looking for a strong personal connection and a genuine love of the product,” agrees Emma. “For example, I’ve been using her Spotify for all audio since she was 15, she’s been using Canon cameras since she started her video career, and I’ve been wearing Aritzia and Levi’s clothes. I’ve been wearing it for years.”
While she sometimes discovers brands through partnerships (Lancome cosmetics is a recent example), she always test-runs the brands’ products before promoting them. “I immediately started playing with their products and became a real fan,” she said.
When it comes to Spotify, Taj said successful collaborations allow them to engage with the community in meaningful ways. When we work with creators to help connect and grow their audience, our number one priority is to enhance and showcase their authentic voices. We are also looking for partners to help build synergies and engage with specific groups of fans from movies and shows such as: little mermaid and Last of Us for us Integration with Strava.
3. COMMUNICATION, COMMUNICATION, COMMUNICATION
Emma says it’s difficult to balance her own opinion with that of the brand, requiring an “incredible amount of communication.” “Keeping my voice heard in partnerships is my number one priority, making it clear to the brands I work with that I need creative input and creative freedom. , has also pledged to respect their creative vision.”
On the brand side, Taj agrees.Brands should Prioritize flexibility in the moment to maintain a consistent and engaging presence and relationship. “Have the ability to pivot quickly and adapt to cultural conversations and new opportunities,” she recommends.
4. Grow together
“Change is the key to growth,” says Taj. She believes radical experimentation can drive long-term results for brands. She also believes that Spotify thrives thanks to its relentless efforts and commitment to continuous evolution. She is also capable of developing an entrepreneurial spirit. “We need to build a team and cross-functional environment where challenges turn into opportunities and creativity drives growth,” she explains.
“I think the key to a successful partnership is the balance between brand personality and celebrity personality,” says Emma. Handing over creative control can be intimidating for both parties, but finding this balance is key in any quality partnership.
“Incorporate celebrity voices into your brand as a new dimension,” says Emma. “Let us provide the public with a new brand perspective, even if it feels like a risk. This is why these partnerships are lucrative when successful.”
See all the conversations happening at Cannes at Newsroom.Spotfy.com/SpotifyBeach2023.