Spotify is seriously okay with you being a free listener

Really, who hasn't gone on a demonic spree of terror after hearing Camila Cabelo's "Havana"?
NFT_Demi_Lovato_1280-768x518

Do you ever feel guilty for how you consume your music?

Ever since the days of Napster, most of us don’t want to admit that we get our music for free – even if it’s through legal means, like Spotify’s free, ad-supported tier. Maybe it’s because there’s something that feels so cheap about the free side of the “freemium” equation. Fewer controls. Less freedom. Constant ads. The inability to binge on the same song over and over and no, you can’t judge me for it.

In April, Spotify revamped its free offering, giving users at that tier a little more control. Now users have 15 “select” playlists where they can actually choose which song they want to listen to, rather than be limited to shuffle. The playlists are generated to Spotify based on listening habits, and include a total of 750 songs. It’s also asking new users to choose their favourite artists as soon as they get started with the app, in order to provide free music off the bat. Hard to be mad about that!

The idea, according to the company, is to make free users feel like they don’t have to switch over to the paid tier. And it’s celebrating the new step with a massive global campaign in markets such as Canada, the U.S., Spain, Mexico, Australia and more.

The campaign includes OOH and digital video that appeals to music lovers. Entitled “Love What You Love” and featuring in-house creative, the biggest component is a pair of short films (one inspired by a horror film and one inspired by an action movie). Each short features characters who are so obsessed with popular songs that things get a little crazy – like a demented mannequin that terrorizes its roommates whenever it hears Camila Cabelo’s “Havana.” In the other film, a car chase is interrupted when two foes bond over how much they love Miley Cyrus (same, girl, same).

OOH ads highlight Spotify as a free app for people who “aren’t looking for anything serious,” showcasing the app’s freedom for casual listeners.

Tags: