This Spotify playlist has a twist. Female vocals are intentionally muted. The campaign generated controversy on social media and reached 39 million people. Here’s what the platform wanted to achieve with this campaign:
This case study highlights Spotify’s campaign, Spotify’s Unheard Playlist, which leveraged creative playlists and influential voices to spotlight the essential role of women in the music industry.
The music streaming industry has revolutionized the way people discover, listen to and share music. The rise of digital platforms has given music lovers instant access to vast catalogs of songs in a variety of genres, artists and languages. One of his prominent players in this field is the Spotify app.
Founded in 2006, Spotify is the world’s leading music streaming service that has redefined the way we listen to music. With its user-friendly interface and comprehensive collection of songs, Spotify has become widely known and connects millions of music lovers around the world. The app offers personalized playlists, curated recommendations, and a wide range of features that adapt to individual tastes and moods.
On this International Women’s Day, to highlight women’s contributions to the music industry, Spotify partnered with Sony Music to launch a playlist featuring nearly 18 popular songs in various languages, but with female vocals. was not included. The effort sparked conversations across the industry, with engagement across social media from the artist community, consumers and marketing fraternity.
Our aim was to connect with music listeners through our products and start a conversation with them about how women are integral to the world of music.
The number of female artists in the Indian music industry is underrepresented. So on International Women’s Day, Spotify wanted to highlight this. We wanted to create a product-driven initiative on International Women’s Day to raise awareness of women’s contributions in the music industry.
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Focusing on playlists, which is Spotify’s strength, we worked out ideas to utilize the product and conceptualized the existence of “The Unheard Playlist”. The idea was to create an enhanced playlist on the platform featuring popular duet songs from across the country, without the voices of female artists. Join Sony Music India, her one of India’s leading music labels. Spotify has partnered with Sony Music India to bring unique playlists to life on the platform. At first it seemed like a normal playlist, but when you listen to it, you can clearly “hear” its message.
When listeners tuned in, they were shocked by what they heard. It was a playlist with female vocals muted from popular duet her songs in Hindi and other regional languages. And just as they were wondering what they had heard, India’s top female music artists such as Aseez Kaur, Shweta Mohan, and Sana Moidutti delivered their messages in the form of videos in which the artists themselves spoke to listeners. clarified and explained: The songs sound strange without female voices, but the music industry itself is incomplete without female voices. They encouraged listeners to listen to female artists and share their songs to “be heard”. A clever way to remind listeners how important it is to have female voices in all of our favorite songs.
Given the lack of female vocals in the song, music listeners would have been baffled without the context of why they did it, but with the help of an artist who understands the message we’re trying to convey. As a result, the issue was quickly resolved. Conversations that became the center of attention off-platform.
We identified popular duet songs in various languages and removed the female vocals. On top of that, he leveraged his Spotify feature of enhanced playlists and added short video bites from various artists. They re-emphasized the importance of female voices in the music industry given their perspective on unheard playlists.
While the main purpose was to get the message across through the product, it quickly caught the attention of various artists and influencers, shared their love for The Unheard Playlist on social media, and was soon flooded with conversations from a wide variety of fans. started. The message was loud and clear. Sometimes you have to be deaf to actually hear someone.
● This initiative reached approximately 39 million people on Instagram/Twitter through conversations
● Trending #1 on Twitter on International Women’s Day
● Received approximately 170,000 engagements on posts
●Campaign popular with music fans