Why obscure playlist names are popping up on billboards
A playlist is like a time capsule. It can capture a moment and feeling better than almost anything else. Spotify is uniquely aware of that power, which is why it’s dedicating dozens of billboards to the beauty of the playlist. In a new campaign called “Playlist List,” the streaming giant worked with Uncommon Creative Studio to create a series of billboards that showcase the unique place the…
Spotify has created a unique billboard campaign to showcase the importance of playlists in capturing moments and feelings. The campaign, called "Playlist List," features obscure user-generated public playlists on billboards in Los Angeles, Miami, and New York City. These billboards celebrate the cultural significance of playlists by displaying the names of playlists that tap into local culture, such as "I refuse to take accountability so I blame it on the 405" in Los Angeles.
The campaign, developed by Uncommon Creative Studio, was first launched in June to celebrate the New York Knicks' NBA championship win, featuring the playlist "Waiting for this since ’99" in reference to the Knicks' last championship year. The agency carefully selected playlists based on events and emotional states relevant to each city, including neighborhood-specific playlists and those for first-time job experiences.
The billboards include the text "Public Playlist" and the creators' Spotify usernames, with the agency working closely with Spotify Customer Service to obtain approval from users. Successful playlists have become an essential aspect of Spotify's user experience, and updates to playlist creation and sharing have become a key factor in attracting listeners.
Uncommon Creative Studio noticed an increase in saves for the featured playlists, although this was not the primary goal of the campaign. Instead, the billboards aim to highlight the art of creating and listening to playlists on Spotify.
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