Spotify has teamed up with HP to launch a data-driven campaign to identify the next big Australian music act.
The Emerge platform launched today and uses data from Spotify's user base to unearth emerging new Aussie music talent.
It has collated regional Spotify data to identify 10 emerging music acts, based on the increase in shares and plays on the music platform week on week. The winner of the award will be decided by the act that gets most listens, likes and shares on Spotify.
Spotify launched Emerge in the US in 2012 and past participants have included Lorde, Macklemore & Ryan Lewis and UK band Alt-J, which have all gone on to become global stars.
A branded microsite shows the progress of each act, which is getting the most attention and eventually the winner.
The ten bands battling to win the Emerge title are Australian acts The Aston Shuffle, MT, Max & Bianca, Gang of Youths, Gossling, Miracle, Chance Waters, The Acid and New Zealand acts Smashproof and Tom Lark.
The act that wins will record an exclusive Spotify Session and win a Spotifty promotional package for a future music release as well as $5,000 worth of HP technology.
The campaign is supported by paid media, PR and social activity.
The activity was developed by PHD.
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