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Spotify is encouraging personalized listening with the launch of a new “My Spotify” campaign that will manifest in the app.
Launching first for listeners in the US, Canada, UK, Ireland, Australia, and New Zealand, before rolling out to other markets in the coming months, My Spotify will include banners on the app home page alongside personalized in-app messages linked to My Spotify listening habits.
Listening on Spotify is already an experience that’s unique to each user, with features such as AI Playlist and DJ. The new campaign banners and messages will encourage listeners to explore even more Spotify-exclusive personalized features such as daylist and Daily Mix, or head for the “Made For You” hub for recommendations, playlists, podcasts, and more, curated for every user.
My Spotify is the brand’s largest global campaign since “Wrapped 2023” at the end of last year. It will feature real Spotify users alongside cultural personalities renowned for their individuality, including Trainspotting actor Ewen Bremner, artist and designer Carly Mark, and Chelsea and England footballer Lauren James for the UK market.
Copy from the new campaign includes lines such as “The longest relationship I’ve ever had is with my Spotify.”
Marc Hazan, Spotify’s VP of Marketing and Partnerships said the company hoped to capture “hyper-personal” moments whenever listeners use the service, with the new campaign focusing on creating a unique and personal experience for every listener.
Personalized listening isn’t new to Spotify or rivals such as Apple Music, but personalized in-app messages and banners are a clever new way to engage listeners and curate a unique listening experience tailored to the individual.
