David Blecken
Nov 16, 2016

Spotify highlights joy of discovery in first Japan branding

The music streaming service backs up its Japan launch with a series of amusing videos designed to show how new music can add colour to any situation.

Spotify has brought out its first branding campaign for Japan, having launched in the market at the end of September. Following an initial invite-only period, the streaming service is now fully open for use.

Developed by Wieden+Kennedy Tokyo, ‘New Music, New Me’ is a series of vignettes that show in a humorous way how music can enliven daily life. The key message is that discovering new music, especially from unfamiliar genres, can be inspiring and put the world in a new light for the listener. People are invited to ‘discover music you didn’t know you’d love’.

The five scenes present people under the influence of hip hop, metal, punk rock, techno and R&B, with the music shaking up mundane activities like chopping leeks and riding a packed commuter train. The campaign also includes a Twitter activation that asks users to describe themselves in three emojis, to which Spotify responds with a song suggestion based on that description.

Spotify’s launch in Japan comes after five years of negotiation with music labels. The company operates in partnership with Dentsu, which sees it acting as a pioneer of digital audio advertising in the country. Industry observers are optimistic about its prospects, but some have also noted that a limited catalogue of Japanese artists may prove problematic.

Campaign’s view: The videos are fun, simple and impactful, which is just what Spotify needs in a market where it is likely to have relatively low brand awareness. Featuring music by Japanese artists is also sensible. Our favourite character is the death metal salaryman, who finds an outlet for the rage that Tokyo’s rush hour travel can induce.

Source:
Campaign Japan

Related Articles

Just Published

1 day ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.

1 day ago

OpenAI inks multi-year content deal with News Corp

The five-year agreement comes as Microsoft, OpenAI, and Google face intense scrutiny over training AI models on copyrighted content usage without consent.

1 day ago

Agency Report Card 2023: Initiative

Losing long-term client Carlsberg is a blow for the agency, and Initiative has tried to mitigate the losses with solid employee initiatives.

1 day ago

Global indie media rankings: PMG and Cossette lead ...

Big single wins for Australia's Nunn Media and Howatson+Co helped them place 3rd and 11th respectively.