Project: Spotify TV PR Campaigns (2017 to 2023)
Position: Director, Influence & Communications, 2 Degrees
Role: Creative & Communications Strategy, Talent Management
At 2 Degrees, my team and I were responsible for delivering TV Playlist PR campaigns for Spotify, to demonstrate that ‘culture happens’ on the platform. Our objective was to establish connections with major TV and streaming networks in the entertainment industry on behalf of Spotify, and identify (or create) PR opportunities around major releases. We aimed to demonstrate the value of leveraging Spotify's playlisting feature to support shows and generate press attention. This involved creative collaborations for shows like Gossip Girl, Game of Thrones, and Bridgerton, each uniquely utilising Spotify's platform to enhance viewer engagement and tell stories through the power of playlisting. Key activations included:
Gossip Girl: A collaboration with cast and crew for exclusive content and a curated playlist, "Inside Julien's Headphones", with significant media coverage and a Spotify Greenroom exclusive.
Game of Thrones: Creation of an official playlist with a hidden ‘Easter Egg’ related to the show's finale (a song hinted at who would win the Iron Throne, driving press speculation), leading to widespread media coverage and substantial social buzz.
Bridgerton: Spotlight on the show's soundtrack's impact on streaming trends, with global media coverage and high media impressions.
Cheer: Working with the Navarro College cheerleading team to create a practice playlist, accompanied by exclusive interviews and media features with the cast.
Normal People: Launch of the official soundtrack with interviews discussing music's role in the show, resulting in exclusive media pieces and social amplification.
WandaVision: Analysis of the show's audio landscape and popular tracks, gaining attention in niche publications.
Each campaign uniquely leveraged Spotify's platform to enhance viewer engagement with these shows, linking the brand to popular cultural moments.
