Spotify sales directors in Brazil explain how the platform takes advantage of the concert season to bring brands closer to the public
The music festival season has begun and the first step will be taken this Friday (22), with the start of Lollapalooza Brasil 2024, which will take place at the Autdromo de Interlagos, in So Paulo.
With each passing year, this market has become more heated and, according to a survey by Mapa dos Festivals, Brazil recorded a 54% increase in the number of festivals in 2022, when compared to 2022.
In addition to the shows, festivals have also become true brand exhibitors and Spotify is one of the companies that saw in this universe the opportunity to further strengthen its brand and get closer to users both pre-event, during and after .
“Spotify has an intrinsic connection and synergy with the world of festivals. We are part of this audience’s music consumption journey because on Spotify people warm up for a show, put their favorite artist on repeat before the performance, meet a new artist in a lineup and, even after the festival, where they remain remembering the moments of their favorite artists’ shows that they watched”, explained Priscilla Barsotti and Vicente Carrari, directors of streaming sales in Brazil.
audio as a spray tool
If, on the one hand, there are companies that focus on stands and physical activities, the streaming platform works with audio advertising to promote itself in these moments.
According to the executives, the increase in the number of festivals directly impacts the country’s audio market and this was reflected in 2023, when the company doubled the number of brands that advertised specifically for these events on Spotify.
The company pointed out that among the sectors that invest the most in advertising related to music festivals are the Consumer Packaged Goods (CPG) industry, Finance and Travel. Regarding the increase in investment in advertising on Spotify, in addition to CPG, streaming also cites the Entertainment and Fast Food Restaurants (QSR) industry.
“We have a robust internal creative and executive team that can identify and assimilate brands’ needs and offer personalized activations and campaigns according to their needs and synergy with the many festivals that take place in Brazil”, highlighted the executives.
Still according to the executives, audio advertising is a powerful tool for establishing the memory of a brand in the public’s mind and, therefore, brands have increasingly invested in the tool.
The information is proven when taking into account the Europe Digital Audio Advertising Report 2023 study, produced by GroupM Nexus in partnership with IAB Europe in 2023, which showed that two thirds of advertisers (66%) stated that they intended to invest more in audio advertising digital in the next 12 months.
The survey also pointed out that what would be motivating companies to invest in this medium is the ability to create broader media plans (65%), increase brand awareness (55%) and reach specific audiences (48%).
“Music is the jewel of advertising, and we are part of this audience’s music consumption journey. When an exciting moment occurs, it often arrives on Spotify in the form of music, playlists, and podcasts. And when these cultural moments take off on the platform, can generate a lasting impact and reach a global audience”, said Priscilla and Vicente.
With this in mind, Spotify currently has a creative and executive team that can identify and assimilate brands’ needs and offer personalized activations and campaigns according to each person’s needs.
Formats
There are many ways in which brands can take advantage of audio to communicate with their audiences and, for festivals, streaming explains that it bets on standard media such as video and display because they are formats with “great click-through rates (CTR) with 1% and average CTR above other vehicles.”
In addition to these, Spotify also invests in playlists from the event’s line-up and Digital Experience, which relies on data intelligence to generate these song lists and engage with consumers.
