Emma Chamberlain and Taj Alavi On How to Work With Brands and Maintain Your Voice
19/06/2023
This master of branding and voice joined us at Spotify Beach during the Cannes Lions Festival of Creativity for a session on building a brand, talking not only about her approach to the content she creates, but how she navigates partnerships, projects, and other ventures.
She was joined by Charlie Smith, Chief Marketing & Communications Officer, Loewe, and Taj Alavi, VP, Global Head of Marketing, Spotify. The three shared their thoughts on engaging with Gen Z, how brands can find their voices, and Spotify's playful new brand positioning. Here are four top tips for finding your voice, building a brand, and connecting with fans from Emma and Taj.
1. Bring out your personality-and maintain it-across all projects. While it can be tempting to mimic what's trending on the internet and create an elaborate strategy to gain popularity, genuine content creation is completely intuitive, says Emma. She doesn't curate a persona or a personality, but simply follows her instincts as to what will perform. And then she doesn't stop working until she's made content she feels proud of.
Taj agrees. Our audience knows and loves us for the things that make us uniquely Spotify, and staying true to our brand beliefs and principles in every collaboration, partnership, new product feature, and playlist is crucial, she says. As we evolve our platform to become more interactive and discoverable, we also prioritize creating content that's intuitive and speaks to our community of creators and fans alike.
When it comes to Spotify marketing, we focus on what makes our brand special to creators, artists and fans. Why? Whatever is happening in the world is unfolding, evolving, and remixing on Spotify too. When you press play on Spotify, your listening experience enhances whatever is happening in your present moment, notes Taj. This is the basis of our new NOW brand campaign which is starting to roll out this week across many markets around the world.
2. Find a brand partner you really love It can be tempting to partner with any brand who reaches out, especially if you're just getting started. But both Emma and Spotify maintain credibility and identity by being just picky enough.
There's a freshness to our platform, says Taj. Spotify is a place where global culture is made, shared and celebrated by the world's fans and creators. We look for brand partners and creators who share this passion for cultivating culture.
I look for a strong personal connection, a genuine love for the product, Emma agrees. For example, I have been using Spotify for all things audio since I was 15 years old, I have been using Canon cameras since the beginning of my video career, and have been wearing clothes from Aritzia and Levi's for years.
While she sometimes discovers a brand through a partnership-cosmetics brand Lanc me is a recent example-she always makes sure to test run their offerings before promoting them. I started playing with their products immediately and have become a genuine fan that way.
When it comes to Spotify, Taj notes that successful collaborations allow us to engage with communities in meaningful ways. When we work with creators to help them connect with and grow their audience, our top priority is to lift up and showcase their authentic voices. We also look for partners who help us build synergies and engage specific fan groups-from movies and shows like The Little Mermaid and The Last of Us to our integration with Strava.
3. Communicate, communicate, communicate Balancing your own voice with that of a brand is tricky, and requires an incredible amount of communication, says Emma. It is my number one priority to maintain my voice in a partnership, and I make it clear to the brands I work with that I need to be able to have creative input and creative freedom, while also promising to honor their creative vision for their channels.
On the brand side, Taj agrees. Brands should prioritize flexibility in the moment to have a consistent and engaged presence and relationship. Form the ability to pivot quickly and adapt to cultural conversations and new opportunities, she recommends.
4. Grow together Transformation is the key to growth, says Taj. She believes that radical experimentation can drive longterm brand outcomes-and that Spotify thrives thanks to our constant drumbeat of efforts and commitment to continuous evolution. Fostering an entrepreneurial spirit can, too. You have to create a team and cross-functional environment where challenges become opportunities, and creativity drives growth, she explains.
I think the key to a successful partnership is a balance between the personality of the brand and the personality of the public figure, Emma notes. While it can be frightening for both parties to hand over creative control, but in a quality partnership, finding this balance is crucial.
Let the voice of the public figure provide a new dimension to your brand, says Emma. Let them bring a new brand perspective to the public, even when it feels like a risk. This is what makes these partnerships lucrative when they are successful.
Catch all the conversations happening on the ground at Cannes on Newsroom.Spotfy.com/SpotifyBeach2023 and listen to the full conversation on Spotify.
LINK: | https://newsroom.spotify.com/2023-06-19/emma-chamberlain-and-taj-alavi... |
See more stories from spotify |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
30/05/2024
SWR Deploys Rohde & Schwarz Pixel Power Software Playout Solution
MUNICH, Germany Regional German broadcaster S dwestrundfunk (SWR) has deployed the Rohde & Schwarz Pixel Power graphics and playout solution....
30/05/2024
Hollyland Technology Unveils Pyro Wireless Video Transmission Series
IRVINE, Calif. Hollyland Technology has launched Pyro, a wireless video transmission system designed for the multi-person, mobile transmission and monitoring re...
30/05/2024
AIMS Opens Call for Presentations for Media-Over-IP Pavilion at AES New York
AIMS has announced it will once again collaborate with the Audio Engineering Society (AES) to bring the popular Media-Over-IP Pavilion to the AES New York show,...
30/05/2024
FCC Announces Opportunity for LPTV Stations to Change Channels
WASHINGTON, D.C. The Federal Communications Commission (FCC) Media Bureau has announced that beginning on August 20, 2024, Class A television, Low Power Televis...
30/05/2024
Comcast's StreamSaver Streaming Bundle Goes Live
Comcast has officially launched its discounted $15-a-month StreamSaver streaming bundle of Netflix, Peacock and Apple TV+ services. The previously announced bun...
30/05/2024
AMG Launches TV Stations, Local Now FAST Channels on Amazon's Fire TV Channels
LOS ANGELES Allen Media Group (AMG) is launching three of its streaming brands o...
30/05/2024
Viant Integrates with Google Cloud's BigQuery Data Clean Rooms
IRVINE, Calif. The ad tech company Viant Technology Inc. has announced a new integration with Google Cloud's BigQuery data clean rooms that enables the seam...
30/05/2024
Marshall Brings Selection of New and Proven AV Solutions...
Marshall Electronics will highlight several of its newest product offerings at InfoComm 2024 (Booth C8982), including the CV612 auto-tracking PTZ camera and the...
30/05/2024
Triveni Digital Streamlines TV Operations at the 2024 ATS...
Triveni Digital today announced that the company will showcase its end-to-end ATSC 3.0 offering at the 2024 ATSC NEXTGEN Broadcast Conference, June 12-14 in Was...
30/05/2024
Riedel Bolero Empowers Student Production Excellence at O...
Riedel Communications today announced that Orange County School of the Arts (OCSA) has successfully integrated the Bolero wireless intercom system into their st...
30/05/2024
SWR moves to software playout with integrated Pixel Power...
Rohde & Schwarz has implemented its Pixel Power graphics and playout solution at S dwestrundfunk (SWR), the regional German broadcaster based in Baden-Baden. SW...
30/05/2024
Media Asset Management vs Inventory Management
From their inception, media asset management (MAM) systems have been a crucial component of the media supply chain. Traditionally MAM systems service customers ...
30/05/2024
Disguise launches new generation of EX media servers to p...
Disguise has announced the next evolution of its hardware solutions with the launch of the new generation of EX media servers, following the recently launched R...
30/05/2024
PlayBox Neo Highlights Smart Media Playout Innovations at...
PlayBox Neo, a globally active producer of broadcast media playout and channel branding solutions, sustained its industry event visibility at three events durin...
30/05/2024
EMG Gravity Media Announces Martyn Edwards as General Man...
EMG / Gravity Media, the leading force in production and content, media services and facilities, is pleased to announce the appointment of Martyn Edwards as the...
30/05/2024
Screen Australia, Australians in Film and VicScreen announce FUTURE VISION
30 05 2024 - Media release Screen Australia, Australians in Film and VicScreen announce FUTURE VISION Lee Sung Jin and Joanna Calo Australians in Film, Scree...
30/05/2024
AI Benefits Come at a Cost
AI Benefits Come at a Cost Brie Clayton May 29, 2024 0 Comments After this, there is no turning back. You take the blue pill the story ends, you wa...
30/05/2024
Morgan Spurlock, Super Size Me' Director, Has Died
Morgan Spurlock, director of Super Size Me, died May 24 in New York. He was 53 and had been battling cancer....
30/05/2024
Departing Longtime Local Anchors Share Their Lessons Learned
A pair of beloved local anchors with extraordinary runs at their stations are finally stepping down. Tom Wills signs off at WJXT Jacksonville May 31, 49 years a...
30/05/2024
Inscape Founder Zeev Neumeier Launches GraySwan To Optimize CTV Ads
Zeev Neumeier, who founded Inscape and was a pioneer in automatic content recognition, is beta-testing his new venture, GraySwan....
30/05/2024
Robert De Niro To Get Service to America Award From NABLF
Robert De Niro will get the 2024 Service to America Leadership Award from the National Association of Broadcasters Leadership Foundation. The award is presented...
30/05/2024
AGT' is Back, With More Golden Buzzers and Youngest Contestant Ever
Season 19 of America's Got Talent is on NBC starting May 28. The new season features more Golden Buzzers, which send a standout act directly to the live sho...
30/05/2024
The Quiz With Balls', Game Show That Pits Brains Against Boldness, Starts on Fox
Jay Pharoah hosts The Quiz with Balls, a game show that Fox says pits brains ag...
30/05/2024
Netflix's Bridgerton' Keeps Top Spot in TVision Power Score Rankings
Netflix's Bridgerton (season three) repeated as the top show in TVision's Power Score ranking of programs on connected TV for the week of May 20....
30/05/2024
It's Not The Ads, It's How They're Delivered, New FreeWheel Study Finds
A new study from FreeWheel, Comcast's ad-tech unit, found that it's not ...
30/05/2024
First Blippi' FAST Channel Launches on Samsung TV Plus
Candle Media's Moonbug Entertainment unit said it launched its first free ad-supported streaming channel featuring its kid show Blippi on Samsung TV Plus....
30/05/2024
Kantar Names Nicole Gileadi Chief Strategy Officer and North America Managing Director
Kantar Media said it named Nicole Gileadi chief strategy officer and managing di...
29/05/2024
ST Engineering iDirect Next-Generation Hub Infrastructure Selected for Indonesia's First Multifunction Satellite
Highly scalable and flexible solution supporting Satria-1 satellite to facilitat...
29/05/2024
L3Harris Empowers Future Canadian Leaders Through the CILA Program
In 2018, Rich Foster, Vice President of L3Harris Canada, envisioned a transformative initiative to address the gender and diversity gap in science, technology, ...
29/05/2024
Charting the Future of the U.S. Navy
The christening of OUSV Vanguard, the U.S. Navys newest Unmanned Surface Vehicle, marks a pivotal moment in Naval technology. Developed through the joint Strate...
29/05/2024
EditShare Boosts Sales Direction With Alumnus Grant Carroll
EditShare Boosts Sales Direction With Alumnus Grant Carroll Long-term leader moves up to head sales in the Americas Boston, MA, May 29, 2024 - EditShare, the...
29/05/2024
Broadcasters Foundation of America Designates June 13 its Annual Giving Day
The Broadcasters Foundation of America has announced its annual Giving Day will take place Thursday, June 13. The campaign's purpose is to raise money to su...
29/05/2024
Grant Carroll Returns to EditShare as its New SVP-Americas
BOSTON EditShare has hired Grant Carroll as its new Senior Vice President for Sales for the Americas....
29/05/2024
Vizrt joins forces with Dalet to enhance newsroom operations
Vizrt joins forces with Dalet to enhance newsroom operations Brie Clayton May 29, 2024 0 Comments The integration between Dalet Galaxy five and Viz Pi...
29/05/2024
Tucson TV Stations Launch NextGen TV Services
TUSCON Six stations have launched NextGen TV, aka ATSC 3.0 broadcasts in the Tucson, Ariz., area....
29/05/2024
France Tlvisions Upgrades to Grass Valley Kaleido-IP Video Multiviewer
MONTREAL Grass Valley is reporting that French National Public TV Broadcaster France T l visions, rebranded as france tv, has selected its next-generation Kalei...
29/05/2024
John Abbot Joins Google Fiber as Its First CFO
MOUNTAIN VIEW, Calif. Google Fiber has announced that John Abbot has recently joined its team as the company's first chief financial officer (CFO)....
29/05/2024
Obsidian Lighting Control ONYX 4.10 Software Now Available
Obsidian Control Systems has introduced ONYX 4.10, the latest iteration of the popular lighting control software for NX consoles and PC systems....
29/05/2024
ZOO Establishes ZOO Italy, Launches Dubbing Studios in Milan
LONDON ZOO Digital, a global provider of localization and media services to the entertainment industry, has launched ZOO dubbing studios in Milan and establishe...
29/05/2024
Vizrt Integrates HTML Graphics System with Dalet News Production System
BERGEN, Norway Vizrt has integrated Viz Pilot Edge, the company's newsroom HTML-based templated graphics system, with the Dalet Galaxy five news production ...
29/05/2024
Elettroformati Audio Post House Installs PMC Monitors In...
Italian audio production company Elettroformati has chosen PMC monitors and an Avid management system for its new Dolby Atmos music mixing studio in Milan. Fo...
29/05/2024
Pixotope Enables Remote Intercontinental Camera Tracking...
Pixotope, the leading software platform for end-to-end real-time virtual production solutions, is breaking new ground by enabling remote real time virtual produ...
29/05/2024
Vizrt joins forces with Dalet to enhance newsroom operati...
Vizrt, the leader in real-time graphics and live production solutions for content creators, today announces that its flagship newsroom HTML-based templated grap...
29/05/2024
Ateme Leads TVRIs Transition to 4K UHD OTT Streaming
Ateme, the global leader in video compression, delivery and streaming solutions with innovation at its core, today announced TVRI s historic transition to 4K UH...
29/05/2024
WRAL-TV's Shrader, Holland Talk Historic Hurricane Forecast on WRAL Daily Download
NOAA (the National Oceanic and Atmospheric Administration) issued a forecast las...
29/05/2024
Riding the Wayve of AV 2.0, Driven by Generative AI
Generative AI is propelling AV 2.0, a new era in autonomous vehicle technology characterized by large, unified, end-to-end AI models capable of managing various...
29/05/2024
VEON appoints UHY LLP as auditors for VEON Group's 2023 PCAOB Audit and shares compliance plan with Nasdaq
29 May 2024 VEON appoints UHY LLP as auditors for VEON Group's 2023 PCAOB A...
29/05/2024
Scripps Spelling Bee Is Its Own Kind Of Sport - and Has Its Own Kind of Broadcast on Ion Television
Scripps Spelling Bee Is Its Own Kind Of Sport - and Has Its Own Kind of Broadcas...