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Brief Published: 20 Nov 2020

Hyundai Goes Local with Virtual Hometown Tours on Spotify

Hyundai x Spotify

South Korean automaker Hyundai has partnered with three emerging musicians to create curated virtual tours of their hometowns on Swedish digital music service Spotify. The campaign taps into a key trend for 2021, 'local love' – as explored in our Roadmaps to Recovery Macro Trend.

The My City Unlocked experience for Hyundai's 2021 Elantra sedan features Lauren Jauregui in Miami, Amber Mark in New York, and Gryffin in Los Angeles. Each artist takes Spotify users on a virtual tour of their hometown via annotated playlists of music and video, alongside a branded podcast, Unlock My City With..., that's exclusive to the streaming platform.

The campaign taps into trends of localism we've been tracking throughout the year – see Leaning into Local from our Community & Commerce Spotlight series for more. The aim is to "shine a light on local culture and creators", according to Brian Berner, head of North America ad sales at Spotify.

Spotify's ad revenue was hit hard by the pandemic, but rebounded to €185m ($219m) in Q3 – 9% growth year on year (Spotify, 2020). "We are only just beginning to explore the creative storytelling potential of streaming audio, and marketers are taking notice," commented Berner.

This week the platform also launched a campaign with Reebok, promoting a new footwear collection inspired by US rapper Cardi B via an interactive audio experience. Users of the free Spotify desktop app can access a soundboard featuring beats and Cardi B catchphrases that can be remixed and downloaded.

See Pop Culture Pulse: Music in the Metaverse for more music tech innovation.