Spotify was named Ad Age’s “In-House Agency of the Year” in February. Once upon a time, no one paid attention to in-house agencies. Today, the designation is a real honor.
Let’s take a look at some of Spotify’s creative output…
The brand turned popular playlist RapCaviar into a sub-brand “that could meaningfully connect with artists as well as our core hip-hop audience,” said Jackie Jantos, Spotify’s VP, Brand and Creative.
To promote RapCaviar (which currently has over 9 million followers on the platform), Jantos’ team created The RapCaviar Pantheon, an exhibit of three life-size sculptures at the Brooklyn Museum, along with a six-city RapCaviar concert tour.
Tuma Basa, Spotify’s former global head of Hip Hop (now with YouTube), said, “We’re treating our artists with the importance that Ancient Rome treated its gods. Metro, SZA and 21 all proved this year that they’re here to stay. Their music is forever so why not immortalize their likeness? Greco-Roman Respect Style!”
He did not say, “Why not break all the way out of the advertising box and provide people memorable and meaningful experiences instead?” No need.
By bringing resources in-house companies can control costs, but more than that, they can grow a culture of creativity that is uniquely their own.