Spotify Turns Ad Lessons Into Music With New B2B Campaign ‘Tunetorials’ Via FCB New York

Launching across several markets, including Australia, Tunetorials is a new Spotify B2B campaign that transforms media-buying how-tos into original songs and music videos, brought to life via FCB New York.

The campaign includes six original tracks featuring emerging artists, each translating real advertising planning solutions into tunes you can stream, watch as music videos, and even spin on a limited-edition vinyl.

Each track covers a planning lesson, like running a multi-format campaign or driving ROI, and shows how Spotify’s platform delivers results across the funnel.

On Spotify, pairing audio, video, and display can drive up to 90 per cent greater sales lift than audio alone, while tools like the Spotify Pixel help brands measure and optimise performance with ease.

For marketers, Tunetorials seeks to turn education into a cultural moment, making learning about advertising on Spotify sound as good as discovering new music.

“Tunetorials is the latest innovative B2B piece from Spotify, created around a simple concept: what if learning about Spotify Advertising could be as fun as using Spotify? We know Spotify advertisers love creativity and music, so we met them there, transforming how-to lessons into original songs and music videos!” Spotify ANZ head of sales, Adrian Bingham said.

“Tunetorials is a surprise-and-delight campaign that blends education with entertainment, so learning doesn’t feel like a chore. Ultimately, this campaign showcases the full power of our platform by inspiring brands and agencies to see Spotify’s suite of ad solutions in a whole new way,” Bingham added.

Beyond the new music, the campaign features two animated music videos and a live-action film produced by FCB New York, along with a limited-edition vinyl that puts the soundtrack to success on Spotify directly into the hands of brands and marketers. Each track will also be adapted into short-form 15-second and 30-second ads, running across Spotify, LinkedIn, Meta, and YouTube.

The campaign comes on the heels of the Cannes Lions Grand Prix-winning Spreadbeats Campaign, and Tunetorials continues Spotify’s and FCB New York’s track record of showcasing the power of Spotify Advertising through unexpected experiences.