LATAM – Recognising the visually-driven behaviour of Gen Z audiences, the music streaming platform’s latest campaign is putting a spotlight on its young subscribers. The campaign, by Brazilian media agency Soko, uses stop motion, 3D and 2D mediums to create animated films and out-of-home (OOH) adverts.
Aligning with familiar life stages of Gen Z audiences, the work draws on topics such as falling in love or sitting college entrance exams. Soko also chose to work with artists that are currently most popular with Gen Z in Latin America, including Fa & Fon, Fromm, Alexandre Louvenaz and Juan R. Lage. Fabiana Falcao, design and creative leader at Soko, explains the process of selecting artists, saying: ‘We searched from 2D artists to more experimental ones who speak to Gen Z’s maximalism and irony.’
In this way, Spotify tunes into the emotional narratives surrounding music, as well as important scenarios for this cohort. By communicating a strong visual narrative, the platform promotes its audio content in a way that appeals to Gen Viz.
Strategic opportunity
Audio-based media brands, such as ones offering music or podcasts, should explore ways of using other sensory cues to promote their content to young audiences
