Spotify is hosting two sessions during Advertising Week New York this week, but marketers who aren’t at the event can still get a primer in the form of some catchy tunes.
“Tunetorials,” a B2B campaign created by FCB New York, features six music videos from emerging artists. The songs double as media-buying lessons on topics including how to track an ad’s success and how to repurpose ads from other channels for Spotify.
Among the tracks, Italian band Parbleu turns a lesson on how to reach target audiences into a psychedelic disco tune, while R&B singer Carter Ace croons about the merits of running a multiformat campaign.
The songs are available to stream and will be pressed together on a limited-edition vinyl. They will also be adapted into 15- and 30-second ads running across Spotify, LinkedIn, Meta, and YouTube.
“Tunetorials is our way of blending education with entertainment so it doesn’t feel like a chore,” Spotify global head of business marketing Bridget Evans said in a statement. “We know our audience loves creativity and music, so we met them there, transforming how-to lessons into original songs and music videos. It’s a surprise-and-delight campaign that showcases the full power of our platform, while also inspiring brands and agencies to see Spotify’s suite of ad solutions in a whole new way.”
“Tunetorials” is a continuation of Spotify’s creative approach to attracting advertisers. Last year, Spotify and FCB New York won the Cannes Grand Prix in Digital Craft for the B2B campaign “Spreadbeats,” which turned Microsoft Excel spreadsheets into immersive music videos.
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