THE SPOTIFY BOOM – IS YOUR BRAND ALREADY THERE?

If you don't know (or don't remember) how you listened to our favorite songs until recently, we'll tell you: either you bought the CD (or LP, for the older ones) or downloaded the tracks from programs of dubious origin. , back in the early days of fast internet – and I was rooting for them not to be full of viruses.

It hasn't been that long, but it was in 2014 that luck changed for us Brazilians: the arrival of Spotify in Brazil consolidated the streaming consumption model. Instead of acquiring media – whether physical or digital – we just “transmitted” them via what we today call streaming platforms. 

Spotify is not the only one, we know, but it has dominated the market since the Swedish service expanded globally. According to data from 2021, a third of subscriptions on these platforms come from there, leading with 48% the total number of plays over all other services.

Well, if streaming is here to stay, the question is: where is your brand positioned? 

Music & Branding

Brands have already understood that it is important to be on social media and keep their profiles active, but not all of them still see the possibilities and advantages that a Branded Profile on audio platforms can bring to their business.

To give you an idea, just from January to March 2022, 578 billion minutes of music were listened to on Spotify among young people aged 18 to 24 alone – according to data from Culture Next Report.

It's a hell of a minute, even more so when you consider that we're only talking about younger people, those who represent the future of consumption. The fact is: if so many people are there, how come your brand isn't there yet?

True connections 

As we have already said here, music has never been so fashionable and, therefore, we understand that true connections happen with those who communicate through it. After all, the right playlist for the right audience is another way to tell incredible stories and create bonds with your audience. Do you want to see it alone? 

Gen Z streams more music than any other media – including videos, games and TV. Imagine if part of that time was spent on playlists on your brand profile? 

Increasingly, a brand’s “marketing checklist” must go far beyond social media. If you include Instagram, TikTok, Google ads, Twitter, Youtube... It's past time to look at Spotify as a business opportunity through musical content.

Playlists as a communication tool

It is very important that your playlists speak to the main pillars of the brand. 

Imagine a Brazilian company, which produces products in Brazil and defends the flag of its Brazilianness on social media. What kind of playlist should she create and explore? Brazilian music, of course – but the possibilities are endless: from MPB classics, or new radar, acoustic tracks for relaxing at home and thousands of other forms.

See here, for example, Hering's profile only with Básico do Brasil.

Playlists work like any other content – once created, there is no point waiting for a miracle for them to become known. The work must be integrated and multiplatform: a newsletter takes its audience to a post on social media which, in turn, divulges a little more about the brand's musical content, with the famous “link in bio” to listen to the playlist on official profile on Spotify.

And, just as your brand always stays up to date on all social networks, the same dynamic should happen with audio platforms: here, we manage the profiles of hundreds of companies that understand the power of music. 

Monitor this work closely, delivering themed playlists and recurring updates to those that already exist is an excellent way to deliver value to your audience – as happens with Coca-Cola Brazil profile.

Who is with us

In addition to radio for stores, we are also specialists in audio platforms – as we do for these brands here: FIAT, Trident, iFood, Azul Linhas Aéreas, Becks, Mc Donalds, Tinder, Natura, Havaianas, Arezzo, Canal OFF, Hering and many other branded profiles that you can find out there curated by Tecla Music.

Remembering that Spotify is not the only streaming option. In fact, here, we take care of the profile of Tim Music by Deezer with weekly updates and dozens of playlists created. Our tip? Try to stay up to date with what's most popular on the market and take advantage of the good vibes that music can bring to the business. 

Your audience will thank you 😉

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We are the Music Key: music branding agency specialized in curation and sound management for brands with more than 15 years of experience in the market. We translate the values of your business and help inspire customers with sound strategies – for different platforms. And there, let's make noise? Click here to hire!