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Brief Published: 7 Dec 2016

Spotify’s Localised Data Insights

Spotify's campaign in London

With the year coming to an end, Spotify has dived into its 2016 user data and emerged with some examples of peculiar listening habits to delight local communities across 14 markets.

Last year, the music-streaming platform simply informed neighbourhoods of their most popular artists – it turns out Williamsburg in Brooklyn loved Justin Bieber. Now, the company’s creative team has decided to go a level weirder, surfacing communal tastes and individual curiosities. The result is a series of billboards in local neighbourhoods bearing messages related to data points that originated there, such as "Dear person who made a playlist called: 'One Night Stand With Jeb Bush Like He's a Bond Girl in a European Casino.' We have so many questions," and "To the person in NoLita who started listening to holiday music way back in June. You really jingle all the way, huh?"  

In spring, Spotify used the most popular Google searches to provide the public with topical playlists that matched their mood. For instance, the platform released a Moving Day playlist and campaign when US citizens started looking into immigrating to Canada during Donald Trump's rise to power.

While consumers increasingly demand more personally tailored content, many have concerns around the privacy of their data. Spotify’s campaigns are a benevolent way for the company to present its all-seeing eye with some transparency. Additionally, deploying data to directly benefit end-users as well as advertisers could help make the concept appeal more to the public.

For more on fine-tuned targeting, see our coverage from Advertising Week Europe 2016, SXSWi 2016: Hyper-Responsive Marketing and Hyper-Targeted Marketing: Incite Summit 2016.