Spotify’s New Ads are Visually Striking Love Letters to Passionate Fans

Fans have their own ways of showing their devotion to their favorite artists. Oasis fans get the same haircut as lead members Liam and Noel Gallagher, while crowds at Chappell Roan concerts wear pink cowboy hats. 

Spotify pays tribute to the traditions, rituals, and quirks of major fandoms in its latest global campaign, launching today (Monday, April 14). Through colorful, eye-catching film photography, the ads immerse viewers in the heart of fandom cultures for both world-famous and up-and-coming artists, including Chappell Roan, Doechii, Oasis, Olivia Rodrigo, Rosalía, Seventeen, and Turnstile. 

Created by Spotify’s in-house team, the campaign will roll out in six markets, including the U.S., U.K., Canada, and Brazil, across out-of-home and digital media. Each ad honors the visual world or motifs associated with a particular artist—a sea of pink cowboy hats inspired by Chappell Roan’s “Pink Pony Club,” pet albino alligators for Doechii’s album Alligator Bites Never Heal, and so on. 

While the streamer is known for drawing on user data in its advertising—most famously in its annual “Wrapped” campaign—this new effort takes a more artistic approach, Marc Hazan, vice president of marketing at Spotify, told ADWEEK. 

“It is quite artistic, and we haven’t gone down this route for a minute,” Hazan said. “[The ads] wouldn’t look out of place in an art exhibition, venue, or the walls of a fan’s bedroom.”