Spotify has opened its personalized Release Radar playlist to brand sponsorship.
Release Radar is the platform’s third personalised playlist to be made available for sponsorship, having first allowed advertisers to sponsor Discover Weekly in January 2019, teaming up with Microsoft as its beta launch partner.
Then, in April this year, Spotify started to let brands serve display, audio, and video ads to Spotify Free users via On Repeat, which features tracks users have streamed most frequently over the past 30 days.
Release Radar auto-updates every week with music from the last six days.
Launched in 2016, Spotify says that the playlist has reached over 16 billion streams and has become “a top-three personalised playlist” for listeners in North America, LATAM, EMEA, and APAC.
According to Spotify, the opportunity to sponsor the playlist “allows brands to align with a playlist that sits at the intersection of innovation and culture”.
Eighteen to 29-year-olds make up more than 50% of the playlist’s audience, says Spotify.
Disney+ will serve as the first launch sponsor of this new opportunity, with a campaign for its latest special Happier Than Ever: A Love Letter To Los Angeles, a cinematic concert experience from Billie Eilish that premiered globally on September 3.
“With Release Radar, brands get the chance to exclusively sponsor a deeply personalised environment tied to innovation and the forefront of what’s driving culture for individual listeners.”
“With Release Radar, brands get the chance to exclusively sponsor a deeply personalised environment tied to innovation and the forefront of what’s driving culture for individual listeners,” said Spotify in an announcement.
Music Business Worldwide