Lizzo and Jay Shetty Handle Audience Briefings in Spotify's New Push for Advertisers

Spotify Ads launched "You're Among Fans," its latest campaign positioning its audience as highly engaged fans whose attention, loyalty, and enthusiasm make them valuable to brands.

Created with BBDO New York, the campaign centers on the audience briefing, a familiar advertising tool.

Spotify hands the presentation to Lizzo and Jay Shetty, both of whom have built devoted communities on the platform.

Here, they guide advertisers through customized Spotify office spaces designed around their own visual identity and personality.

The presentations introduce marketers to the behaviors, motivations, and habits of their respective fan communities.

This is to make the case that brands benefit when they appear alongside content people actively seek out.

Spotify already hosts audiences that are deeply invested in the artists, creators, and shows they follow.

So instead of generating hype and attention from scratch, advertisers can place their messages inside communities where these already exist.

"Who understands Spotify fans better than the artists themselves? That idea sparked the entire campaign," said Ricardo Franco, EVP Executive Creative Director at BBDO New York.

The campaign also arrives as Jay Shetty's influence continues to expand.

On the same day as the launch, Spotify and Netflix announced a brand partnership that will bring video versions of "On Purpose" to both platforms.

"We thought our audience deserved a little more attention. The same kind of attention brands get when they talk to fans on Spotify," Rich Frankel, global creative director at Spotify, added.

Inside the Fan Briefing

The launch includes 30-second films starring Lizzo and Jay Shetty, supported by shorter videos and static creative running across Spotify, LinkedIn, YouTube, and social media.

In Lizzo's execution, the artist walks advertisers through the habits of her most dedicated supporters.

These are "locked in" fans who arrive hours before concerts, build outfits specifically for events, and treat album releases like a big deal.

Shetty's version takes a different approach, focusing on trust, intentionality, and the relationships he has built through his podcast audience.

Together, the films establish fan activity as a measurable asset more than just a vague emotional connection.

Apart from video, Spotify and BBDO created downloadable audience briefing decks inspired by each creator's world, giving media planners practical resources they can use during planning conversations.

Local creators are also set to join the initiative in additional markets later this year.

Fandom as Media Currency

The latest efforts come as part of Spotify's wider brand marketing strategy, which gives audiences and marketers a bigger reason to care about fan behavior.

Recently, the company launched "Reserved," a ticketing feature that rewards top listeners early access to concert tickets based on engagement signals.

Like Reserved, "You're Among Fans" converts audience data into something more tangible.

In one case, the reward is ticket access. In the other, it's advertiser insight.

The latest campaign offers several lessons for brands looking to strengthen advertiser or customer relationships:

• Use familiar industry formats in unexpected ways: Turning a standard audience briefing into entertainment makes the information more memorable.
• Let trusted voices tell the story: Creators like Lizzo and Jay can often explain audience value more effectively than corporate press releases.
• Focus on attention quality: Deep engagement can be a stronger selling point than raw audience size.

Whether it's giving tickets to fans, placing artists on jerseys, or handing advertisers creator-led briefings, the company is building products around the idea that fandom creates measurable value.

The lesson here now is to make fandom visible.

Instead of describing engagement through data points alone, you can make fan behavior into the campaign itself, creating a clearer picture of why those audiences matter.

Our Take: Are Fans the New Media Asset?

Spotify has spent the last several years proving that fan relationships can be packaged into products, partnerships, and advertising opportunities.

It focused on the people who make the platform valuable in the first place.

This is a smart move because advertisers are starting to care more about where audiences are actively engaged.

Furthermore, placing Lizzo and Jay Shetty at the center of the presentation allowed Spotify to make those insights easier to remember and sell internally.

Engagement is becoming a stronger differentiator than reach, and platforms that can demonstrate this will have an advantage in the race for advertising budgets.

In other news, LEGO recently launched a campaign that casts Jason Momoa as its official playmaker for World Play Day. 

Looking to build campaigns that don’t rely on starting from scratch?

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