Emma Chamberlain, host of anything goes with emma chamberlain has built her following on her unique voice and aesthetic. Her frank perspective goes a long way to establish trust and credibility with her listeners, and they keep coming back for more.
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.
Most recent headlines
24/12/2025
What is AI good for? Posted by MTI Film on December 24, 2025
What is AI good for?
What is AI good for?
It's been three years since ChatGPT first cap...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Back to All News
Love, Fights, and Everything in Between: Badly in Love' Returns for Season 2
Entertainment
24 December 2025
GlobalJapan
Link copied t...
24/12/2025
Scripps Research study links sleep variability with sleep apnea and hypertension How consumers' digital activity trackers could enable personalized health s...
23/12/2025
How guilas Cibae as Dominican Winter League Games Are Locally Produced for Glob...
23/12/2025
BitFire's Jim Akimchuk on Supplying Scalability and Customization in the Clo...
23/12/2025
CAMB.AI Enables European Athletics to Offer Multi-Language SupportPlan is to eventually offer translation into all languages spoken in EuropeBy Ken Kerschbaumer...
23/12/2025
Analysis: As sports media values trend negative, scarcity and quality are king By Callum McCarthy, Editor-at-Large
Monday, December 22, 2025 - 14:08
Print ...
23/12/2025
ESPN, Disney, and NBA Return to the Animated Altcast Fray With Second Edition of...
23/12/2025
End the Year on a High Note and Donate to the Sports Broadcasting Fund Today! By Ken Kerschbaumer, Editorial Director
Tuesday, December 23, 2025 - 12:25 pm
...
23/12/2025
The year is winding down, the weather outside is frightful, and it's the perfect time to escape into a story that warms the heart. For listeners looking for...
23/12/2025
A Zeus motor is hot fire tested at L3Harris' Camden, Arkansas, solid rocket ...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Lightware will exhibit several major product innovations at ISE 2026, including the new USB-C BOOSTER-V1, Google Meet. integration for various Taurus UCX models...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Taking the Stage at Carnegie Hall-On a Global Scale Boston Conservatory Orchestra students reflect on their epic concert marking the 80th session of the UN Gene...
23/12/2025
Back to All News
Netflix's The Great Flood and Culinary Class Wars 2 Top Gl...
23/12/2025
Back to All News
Stranger Things By the Numbers: How the Global Phenomenon Shap...
23/12/2025
Experience the power of WO Automation for Radio's newest service, the System Effectiveness Review. Designed to help you achieve more, a System Effectiveness...
23/12/2025
23 Dec 2025
VEON's Beeline Kazakhstan and Rakuten Symphony Collaborate to A...
23/12/2025
Back to All News
How Steamy Can It Get? Single's Inferno' Season 5 Pre...
23/12/2025
Back to All News
33 Million Global Viewers on Netflix Watched Jake Paul vs. Ant...
23/12/2025
New technique lights up where drugs go in the body, cell by cell Scripps Research scientists developed a technique that maps drug binding in individual cells th...
22/12/2025
SVG New Sponsor Spotlight: Presidio's Neerav Shah on the Role of Its Captiva...
22/12/2025
Hitting the bullseye: Sky Sports readies itself for the biggest PDC World Darts ...
22/12/2025
Unique skillset: Bringing new directors to the world of darts at The Worlds with...
22/12/2025
Gravity Media prepares for a flight of fancy with the PDC World Darts Championsh...
22/12/2025
One hundred and eighty: Gravity Media on hitting the production bullseye at the ...
22/12/2025
The Famous Group's Jon Slusser on Fascinating Fans Through Immersive Content...
22/12/2025
ESPN's Meg Aronowitz on Continuing High-Quality Broadcasts of Collegiate Spo...
22/12/2025
ESPN Takes Data-Driven Storytelling to New Heights with MNF Playbook with Next ...
22/12/2025
For a decade, popular German podcast Fest & Flauschig has hosted an annual Chris...
22/12/2025
Paramount Scores Largest Share Increase Among Distributors as Paramount and CBS...
22/12/2025
New multi-year deal integrates Roku's data to fuel Nielsen's measurement suite
Roku gains access to Nielsen's streaming ratings, showing The Roku C...
22/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
22/12/2025
Berklee Wrapped 2025: Our Top News and Stories A look back at a year highlighted by faculty milestones, major film and television projects, Bob Dylan's ho...
22/12/2025
The works of Plato state that when humans have an experience, some level of change occurs in their brain, which is powered by memory - specifically long-term me...
22/12/2025
Partnership integrates complementary satellite data and AI analytics to enhance security, infrastructure, and environmental monitoring solutions for global cust...
22/12/2025
Workflows allow you to create a sequence of planned events which may be added to your template(s) or inserted directly into your sequential or background playli...
Emma Chamberlain, host of anything goes with emma chamberlain has built her following on her unique voice and aesthetic. Her frank perspective goes a long way to establish trust and credibility with her listeners, and they keep coming back for more.
