Case Study

Spotify

Telling Spotify’s Advertising Story

Spotify is the world’s largest audio streaming platform, operating in 180+ countries with over 751 million monthly active listeners generating billions of streams per day.

There are 75 million millennials in the United States alone, the majority of whom consider music to be a defining part of their identity. While Spotify is the world’s most popular audio streaming platform, it needed a compelling narrative that inspired greater investment from advertisers.

Konrad partnered with Spotify to create an interactive, responsive web experience that explains how music shapes the daily lives, behaviors, and identities of millennials. By combining our expertise in user research, marketing strategy, UX Design, and animation, this stunning digital experience became a powerful lead-generation tool for Spotify’s business-to-business advertising teams.

The Opportunity

The music millennials consume on Spotify is deeply embedded within their everyday lives. With billions of data points collected on a daily basis, Spotify’s contextual market intelligence provides advertisers with nuanced audience insights that extend far beyond traditional demographics and usage data. To capitalize on this opportunity, Spotify needed a visually captivating story that would sell its value to marketers.

Hand holding a phone showing the Spotify for Brands “Workout” page

Desktop browser showing the Spotify for Brands “Driving” page with a woman riding in a convertible

Person sitting on a lawn with a laptop open to the Spotify for Brands “Workout” page

The Solution

After analyzing 7,000 survey responses, 600 qualitative interviews, and several behavioral diaries, we identified seven moments where millennials like to tune in: partying, working, chilling, chores, working out, gaming, and driving. These moments became the foundation of an immersive “Day in the Life” experience, which shows how music accompanies millennials throughout their routines.

Visually, we worked with Spotify’s existing color palette to create a striking experience that both respects brand guidelines and pushes creative boundaries. Vibrant gradients, dynamic elements, and personal quotes were used throughout the animation prototypes to distinguish each moment and capture the vibrancy of millennial lifestyles.

Hand holding a phone showing a Spotify for Brands listener quote card, framed by glowing pendant lights

Desktop and phone mockups of the Spotify for Brands “Partying” page side by side

The Impact

In collaboration with Spotify’s internal teams, we developed a creative narrative that positioned the platform as a tool that connects advertisers with their audiences during key emotional and situational experiences. Launched in 2018, the final web experience advances Spotify’s position as a thought leader at the intersection of music, advertising, and listener lifestyles.