Spotify created a new music video — but it's not made with what you'd expect.
The streaming giant unveiled "Spreadbeats," its latest B2B marketing initiative targeting brands, marketers, and agencies made entirely out of spreadsheets.
This is in line with Spotify's recent aggressive marketing campaign that positions its platform as a place where brands can reach users who are actively listening and ready to engage.
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"Spotify Spreadbeats," a nearly four-minute music video, kickstarts with a Spotify media plan made using a spreadsheet program.
Animation magic happens using the cells in the sheet, changing color and text to create stunning visuals you could only imagine making in a spreadsheet.
Retro-inspired graphics then appear, mimicking 8-bit video games, climaxing into a montage of different scenes treating viewers to a visual spectacle.
"Your ads work harder on Spotify, where everyone is feeling something," the screen writes, as the spot ends.
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Bringing Joy to the Mundane
With Spreadbeats, Spotify used analytical tools to deliver a memorable experience to its clients, marketers, and agencies.
Made together with global creative agency FCB NY and Uncharted, the entire music video was coded directly within the spreadsheet using functions built into the program, such as ASCII, Graphs, and more.
Spotify Global Creative Director Rich Frankel shares the idea behind the campaign, calling the media plan the "unsung workhorse of the industry."
"It’s not necessarily the first thing you’d think of to tell a story creatively," he added.
Frankel further reveals that the latest initiative from the company inspires its partners to never look at a media plan from Spotify in the same way again.
With a dreamy soundtrack produced by Coachella performer John Summit, Spotify's music video also aims to find joy in sources one would otherwise think to be mundane.
"I know my way around a spreadsheet almost as well as a DJ mixer,” Summit shared.
"That’s why I was so excited to partner with Spotify on this project and to use my track, ‘Shiver’ to convey emotion where people might not typically feel it."
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Editing by Katherine 'Makkie' Maclang
