Spotify AUNZ has launched a campaign to back local musicians during the pandemic.
Over the past few weeks, the Australian and New Zealand music industries have been hit by the restrictions in place to slow the spread of coronavirus, with revenue drying up as festivals and gigs are cancelled.
To help promote talent across both nations, Spotify’s #ListenLocal campaign will launch a microsite where Australians and Kiwis can connect their accounts or take a quiz to generate a personalised playlist of local artists.
“It is our mission at Spotify to unlock the potential of human creativity - by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it,” says Spotify AUNZ head of music Alicia Sbrugnera.
“The Spotify AUNZ team is dedicated to discovering, supporting, nurturing and ultimately exporting local artists, telling their stories and connecting them with fans, and future fans along the way.”
#ListenLocal is being promoted across Spotify’s owned channels, as well as social media and digital channels.
As more people stay indoors, streaming preferences have shifted, with more people listening on home devices.
“There has also been an increase in cooking and housework-themed playlists, showing that people are primarily focused on family and domestic tasks instead of music intended for get-togethers,” Sbrugnera says.
Sbrugnera adds that while local music consumption overall is in a “very healthy place”, she encourages brands to embrace local artists, particularly during this period.
“Music has the power to bring people together, especially during these times, so I’d say just think about how you [brands] can involve local artists in your campaigns wherever possible.”
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