Sony Pixel Power calrec Sony

Advertisers and Creators Come Together at Our First-Ever Spotify Sparks in London

02/05/2024

With more than 600 million users around the world tuned in to Spotify, there's no shortage of opportunity for brands and businesses to connect with their fans in creative ways on our platform.

Last year, we launched Spotify Sparks to help educate advertisers on why Spotify is the destination for reaching the most engaged audiences and leveraging culture-shaping content for impactful advertising campaigns. Following two successful summits in Brazil and India, we brought Spotify Sparks to the U.K. for the first-ever London edition. On May 1, Spotify executives, industry leaders, content creators, and advertisers gathered for a series of live discussions, presentations, and interactive sessions that explored the full power of the Spotify ecosystem.

During the event, Grace Kao, Spotify's Global Head of Advertising Business Marketing, moderated a conversation with Alex Norstr m, Spotify's Co-President and Chief Business Officer, about the evolution of Spotify as a platform and the growth of our global advertising business.

We're sharing highlights from Grace's conversation with Alex, as well as Grace's insights about the inaugural event, the latest ad experience innovations, the feel-good power of audio, and more.

Alex, what have been the most memorable moments of growth during your 13-year Spotify tenure? Alex: For me, it's been when we've had to bet the farm and commit surgery on ourselves a couple of times. Moments when you ask, Are we really going to do that? The first was when the world shifted from desktop to mobile-clearly evident now, not so much at the time. It paid off, we basically got a ton of growth, and in one month we grew more than the 12 months prior. Same with podcasts. We're now in our second phase of podcasts, but a few years ago we had to start and establish our reach.

Has adding Audiobooks in Premium been another one of those moments? Alex: I think so. The moment started last year, when we took a hard look at our proposition and saw there was so much consumer surplus. People spend hours and hours on our product. So, it was the right time to raise prices. This was new for us. But at the same time, we're putting more value back in. An example being audiobooks, but also music videos and AI Playlist. We keep adding features to reinvest back proportionally.

Something that people don't realize and we don't talk about much is that our innovation is feature-led. We've been innovating in features-AI DJ, Spotify Connect, and daylist are good examples. Instead of leaning back and just letting the AI and the ML take care of how users interact with Spotify, we actively construct and innovate on features. Which I love.

And what advice can you share with these marketers at Spotify Sparks? Alex: I'll talk about marketing from our perspective. We saw a few years ago that as the cost of media increases, the price of advertising goes up. So whether you're a global brand or a start-up, it's more expensive to market. When things are expensive, they are riskier. So, you naturally become more risk-averse.

We always try to look at things differently. So we said, If you have millions of users, you can tell compelling stories on the platform. You can talk to the users about their consumption on the platform and what's relevant. And the hope is they then share with their friends on their networks.

That's what Wrapped is. When you hit the spot, it's amazing-it's marketing and messaging that is very efficient. And we see great growth and retention.

NEXT

Grace, this was our first Spotify Sparks U.K. event. What was your favorite session? Grace: Following the remarkable success of Spotify Sparks in Brazil and India, we're bringing the magic of this event to more countries, including the U.K., the U.S., Australia, and Mexico. I was so happy and proud to attend Spotify Sparks U.K., where fascinating discussions were had about the intersection of creativity, culture, and fandom. I loved all the sessions, but one of my favorites was Outside Voices in Marketing: Are We There Yet?, where experts shared how brands can get inclusive marketing right. It was moderated by Rak Patel, our Head of EMEA Advertising Sales. This topic is a personal passion of his, so he truly brought the conversation to life!

Why is it important for Spotify to bring advertisers together for an event like this? Grace: It's such an exciting time for the company right now. The Spotify experience offers inspiration, discovery, and interactivity through innovative, personalized products like AI DJ, the Spotify Home feed, Discover Weekly, and daylist. Through Spotify Sparks, we gave U.K. advertisers a deep-dive look at the evolution of Spotify as a platform and the unique fan communities, creative opportunities, and immersive personalized environments available to brands. As we continue to innovate to become a more visual and interactive platform for our fans, we leveraged Spotify Sparks to spotlight how the evolution of Spotify will offer even more opportunities for advertisers to reach consumers across formats, moments, and mindsets.

What are a few ways Spotify Advertising is benefiting advertisers? Grace: Spotify is home to premier content that drives culture. It's part of our DNA to stay innovative-we use this superpower to create impactful connections between artists, listeners, and brands. With over 100 million tracks, 5 million podcast titles, and 350,000 audiobooks, people use Spotify to soundtrack their lives. Not only that, but the Spotify experience creates a halo of good vibes that puts listeners in a mood-boosted and positive mindset when they tune in to the platform. We've found that these positive feelings extend to the ad experience, too, which means that brands can reach audiences when they're in a positive minds
LINK: https://newsroom.spotify.com/2024-05-02/advertisers-and-creators-come-...
See more stories from spotify

More from Spotify

04/07/2025

Spotify Partners With The Reading Agency to Bring the Summer Reading Challenge to Life Through Audio

The Summer Reading Challenge has inspired children across the U.K. to embrace a ...

30/06/2025

Discover Weekly Turns 10: Celebrating 100 Billion+ Tracks Streamed and a Decade of Personalized Discovery

There's nothing quite like the magic of finding music that feels made just f...

30/06/2025

Spotify's Editors Pick Their Best Songs of the Year (So Far)

When it comes to new music, Spotify's team of editors across North America is always on the hunt for songs that make them feel, think, and move. They're...

27/06/2025

Spotify Launches K-Pop Performance Video Series . . . Next Up, TWS

K-Pop remains one of the biggest genres globally, and many fans just can't get enough of it. That's why Spotify has launched a new series of K-Pop perf...

25/06/2025

VidCon 2025: Top Creators Join Spotify to Discuss the Impact of Video Podcasts

Last week, content creators from all over the world flocked to Anaheim for VidCon 2025, one of the largest creator conferences in the U.S. As an official sponso...

24/06/2025

Spotify at Cannes Lions 2025: The Week's Unmissable Highlights, Star Power, and More

Last week, Spotify returned to the Croisette for our 11th year at the Cannes Lio...

20/06/2025

Glastonbury 2025 Is Calling: Discover Your Next Favorite Artist With Our Personalized Experience

In just a few days, the pilgrimage to Worthy Farm begins. Glastonbury, the legen...

19/06/2025

Miley Cyrus Brings the Party to Paris for Spotify's Billions Club Live-And a Concert Film Is Coming Soon

On Wednesday, Spotify and Miley Cyrus tangoed in Paris during an unforgettable e...

18/06/2025

RADAR Italia Celebrates 5 Years of Success With a New Class of Rising Stars

Since popping up in 2020, RADAR Italia has not only supported emerging artists but also reflected the cultural and musical richness of Italy. Over the past five...

17/06/2025

How South Africa's Gen Zs Are Reshaping Maskandi Culture for a New Era

In South Africa, the rebirth and resurgence of the vibrant folk genre Maskandi has captured the attention of music fans, becoming the country's fastest-grow...

16/06/2025

Spotify's Brian Berner on Creativity, Connection, and What's Next for Advertisers at Cannes Lions

The Cannes Lions International Festival of Creativity is officially underway for...

16/06/2025

Francophone Content on Spotify Continues to Thrive Around the World

On Spotify, francophone content continues to cross borders at an unprecedented rate. In 2024 alone, more than 123 million listeners worldwide streamed audio con...

13/06/2025

Materialists' Director Celine Song Reveals the Inspirations Behind the Film's Soundtrack

Photo credit: Atsushi Nishijima If you're a true lover of rom-coms, chances...

12/06/2025

Spotify's Heart & Soul Initiative Brings Mental Health Support to Artists and Creators Worldwide

In 2018, Spotify launched Heart & Soul, a mental health initiative developed to ...

11/06/2025

Spotify Rolls Out Playlist Cover Art Tool in More Markets and New Languages-Plus, Summer Stickers Are Here

When a music fan creates a playlist on Spotify, it's not just for listening-...

11/06/2025

Spotify i Almedalen 2025: AI, kultur och framtidens kompetenser

Hur s krar vi Europas konkurrenskraft i en tid av snabb teknikutveckling? Och hur rustar vi samh llet f r framtidens kompetensbehov inom AI, tech och kultur? Un...

11/06/2025

ENHYPEN and Spotify Unleash DESIRE' With Immersive Pop-up Experiences in Seoul, Tokyo, and Jakarta

Spotify and ENHYPEN are inviting fans to step inside the world of DESIRE : UNLEA...

10/06/2025

Spotify Ushers in a New Era of Moroccan Pop With 6 Artists Influencing the Scene

A new generation of artists is redefining Morocco's pop music scene, blending their deep-rooted heritage with contemporary influences to create sounds that ...

10/06/2025

Spotify Delivers Growth for the Publishing Industry: Audiobooks Sales Continue to Grow

Since Audiobooks in Premium launched on Spotify in 2023, we've seen strong g...

09/06/2025

Addison Rae Shines Bright at Spotify's Addison' Release Party in NYC

It was Thursday night in New York City and The Box was buzzing with excitement. The edgy nightclub, known for its lavish theatrics, provided the perfect backdro...

06/06/2025

GLOW With Pride: Amplifying LGBTQIA+ Voices on Spotify

Spotify is dedicated to lifting up the voices and contributions of all artists, creators, and authors. This Pride Month and beyond, we're also taking a mome...

06/06/2025

Spotify Beach Is Back for the Annual Cannes Lions Festival

Spotify is heading back to France for the annual Cannes Lions International Festival of Creativity, and this year we'll showcase how Spotify is more alive t...

05/06/2025

Dua Lipa's Service95 Book Club Podcast Is Launching on Spotify, Plus Her Summer Reading Picks

Whether she's in the studio, on a tour bus, or traveling the world, there...

05/06/2025

Spotify Takes In-Flight Entertainment to the Skies With New United Airlines Partnership

Spotify and United are teaming up to deliver an even more entertaining in-flight...

05/06/2025

Fans Vote Mexico's Top Podcasting Stars at Spotify Mexico's Inaugural Podcast Awards

On Wednesday, Spotify brought together Mexico's vibrant podcast community fo...

05/06/2025

Watch Travis Scott's Historic Barcelona Concert Exclusively on Spotify

Last month, Spotify brought Travis Scott to Barcelona to play his first-ever show in the city and celebrate the release of his Spotify x Cactus Jack x Bar a jer...

04/06/2025

Canadian Artists Are Thriving on Spotify-And the World Is Listening

Today, Spotify launches its Loud & Clear report-our annual deep dive into the economics of music streaming-in Canada, and with it, a powerful story of how Canad...

29/05/2025

Japan's Music Finds the World: How Streaming and Fandoms Are Powering a New Global Chapter

Japan's music scene is entering an exciting new chapter. Long known for its ...

28/05/2025

All the Ways It's Even Easier To Discover Your Next Favorite Podcast on Spotify

Spotify is all about bringing you closer to the voices and stories you love. Tha...

28/05/2025

Como o Spotify continua impulsionando a indstria musical brasileira

A ind stria musical do Brasil est passando por uma transforma o hist rica - e o Spotify segue iluminando esse caminho. A vers o mais recente do relat rio Loud...

28/05/2025

How Spotify Continues To Supercharge Brazil's Music Industry

Brazil's music industry is in the midst of a historic transformation-and Spotify continues to help illuminate the path. Our most recent Loud & Clear report,...

28/05/2025

The Latest Spotify Data Shows EU Artists Generated a Record-Breaking 1.7B in 2024

Spotify's commitment to transparency and artist empowerment continues to res...

21/05/2025

Spotify Electrifies CMA Fest 2025: Here's All You Need To Know

When CMA Fest springs to life in Nashville each year, Spotify House is always one of the top destinations-and 2025 was no different. For the sixth year, Spotify...

21/05/2025

A New Way for Fans To Get Hyped for New Albums Is Here-Meet the Upcoming Releases Hub

Marking a first, Spotify has launched the Upcoming Releases hub-a destination so...

20/05/2025

Six Captivating Audiobooks Amplify Asian and Pacific Islander Artists

Throughout the month of May, Spotify is celebrating Asian and Pacific Islander Heritage Month by amplifying the many artists, creators, and authors who share th...

20/05/2025

Songs of Summer 2025: Spotify's Global Editors Predicts the Anthems That Will Soundtrack the Season

It's officially summer on Spotify and, once again, our team of best-in-class...

19/05/2025

Fresh Finds Turns 10: Cheers to a Decade of Indie Artist Success

For the past decade, Spotify's Fresh Finds playlists have served as a launchpad for emerging independent artists, helping them break through and connect wit...

17/05/2025

Celebrate Asian and Pacific Islander Heritage Month With Music, Podcasts, and Audiobooks That Illuminate a Wealth of Cultural Diversity

Globally, Asian and Pacific Islander (API) artists, creators, and authors contin...

16/05/2025

Celebrate Beyonc's COWBOY CARTER Tour With Exclusive Cover Art Stickers

As Beyonc s COWBOY CARTER Tour sparks excitement around the world, Spotify is helping the BeyHive get concert-ready with a limited-edition collection of playli...

14/05/2025

Travis Scott Electrifies Barcelona With Exclusive Live Show and El Clsico Appearance

Spotify and FC Barcelona's partnership saw its sixth jersey takeover this we...

14/05/2025

A Conversation With Spotify's New Chief HR Officer, Anna Lundstrm

At Spotify, we believe that our incredible bandmates (that's what we call our team) are the driving force behind our success. Longtime Spotifier Anna Lundst...

13/05/2025

Spotify Releases 51 Audiobooks From Bloomsbury's Popular 33 Series

Spotify aims to bring compelling audiobooks to as many consumers as possible, and we're eager to give fans even more options as they discover their next gre...

13/05/2025

Spotify's DJ Now Takes Requests, Enhancing Real-Time Music Discovery

People all over the world love DJ. At the gym, at home, whenever and wherever you want a deeper experience with great music, DJ is the answer. In fact, DJ liste...

09/05/2025

Spotify Data Reveals Eurovision 2025 Fan Favorites, With Sweden's KAJ Leading the Pack

As excitement builds for the annual Eurovision Song Contest, Spotify data offers...

07/05/2025

Experience a New Dimension of Music Discovery With More Controls and Enhanced Tools

Discovering music should feel effortless and fun. That's why Spotify continu...

06/05/2025

Spotify Amplifies Colombia's Booming Local Music Scene With Sbele a Eso' Initiative

In Colombia, music isn't just background noise-it's center stage. It'...

06/05/2025

La nueva apuesta de Spotify para destacar la msica local en Colombia: Sbele a Eso'

En Colombia, la m sica no suena de fondo: es el centro del escenario. Es el cora...

06/05/2025

Spotify Introduces Plays, a New Way To See What Content Is Resonating With Podcast Fans

Updated May 16, 2025: We always aim to provide the best Spotify experience, and ...

06/05/2025

In Mumbai, Our Public Affairs Chief, Dustee Jenkins, Spotlights the Role of Spotify in the Growth of India's Music Industry

Since Spotify's 2019 launch in India, the growth of the country's local ...

05/05/2025

Loreen, Nemo, and More Reimagine Eurovision Anthems for Spotify Singles

As Europe gears up for the Eurovision Song Contest 2025, Spotify is celebrating the spirit of unity and musical legacy with a new series of Spotify Singles. Fiv...