Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Playlist
Brands get into playlists with specially curated songs for their consumers.
3.9
Trend score
Trend
What is the Branded Playlist trend?
Branded Playlist: The nature of playlists are simple – they're custom to the specific interest of the listener. And while people all over the world are creating their own tracks, brands are stepping in to create highly curated lists themselves.
Insight
The consumer insight behind the Branded Playlist trend
The unprecedented availability of music and incredible quality of the platforms consumers have to experience music has led to many putting a premium on the curation of the vast amount of content available. This desire is being driven not only by consumers being accustomed to convenience, but by their need for personalized content as well.
Trend themes
Themes within the Branded Playlist trend
Three behaviours holding the trend together01
Branded Playlists
Brands are curating highly personalized playlists for their customers using music streaming platforms such as Spotify.
02
Consumer Assistance Playlists
Streaming platforms like Spotify are organizing playlists that specifically address mundane everyday needs, offering an untapped niche for advertisers.
03
Branded Gen Z-Targeted Playlists
With increasing competition in the music streaming industry, music platforms are launching new Gen Z-targeted playlists as a strategy to retain and grow their customer base among a younger audience.
Industry implications
What the Branded Playlist trend means for industry
Where the trend changes the playbookFor
Music Streaming Platforms
Music streaming platforms such as Spotify are partnering with brands to activate advertisements through customized brand playlists, offering significant revenue growth opportunities.
For
Fashion
Fashion brands are collaborating with music streaming platforms to release limited edition collections, as well as customized playlists, to attract younger audiences.
For
Beauty and Wellness
Beauty and wellness brands are creating home spa kits with accompanying curated music playlists for a complete sensory experience.
Workshop question
In what way can you connect with your consumer on a deeper, emotional level? What element of their lifestyle could you tap?
Trend signals
Trend signals for Branded Playlist
Trend score 3.9 out of 10, from popularity 60%, activity 49%, freshness 9%.
Popularity60%
Activity49%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Branded Playlist trend
7 featured examples from Feb 12, 2019 to Dec 14, 2020CategoryFashion
Streaming Service Sneakers
The Spotify x Reebok Zig Kinetica Ultrasounds Collection is Artistic
Fashion brands can utilize the trend of location-inspired products like the Spotify x Reebok Zig Kinetica Ultrasounds Collection to appeal to consumers seeking personalized produc…
CategoryPop Culture
Problem-Solving Playlists
These Playlists on Spotify Help with Emotions, Tasks and Queries
The integration of curated playlists on Spotify for problem-solving purposes presents a disruptive innovation opportunity in the music streaming industry.
CategoryLifestyle
Soothing Home Spa Kits
Majesty's Pleasure Unveiled the 'Wind It Down' Gift Box for the Holidays
Beauty and personal care companies can leverage the home spa kits trend by offering high-quality and personalized self-care products, and by providing tutorials and guidance for a…
CategoryPop Culture
Branded Gen Z-Targeted Playlists
Apple Music Adds 10 new Playlists Aimed at Gen Z
The growth of Gen Z-targeted playlists creates an opportunity for music streaming platforms to attract and retain younger audiences.
CategoryMarketing
Branded City-Inspired Playlists
The 'Smirnoff Pure Sounds Like’ Campaign Shares 28 Playlists
Alcohol brands could create regional playlists to promote their products in specific markets.
CategoryTech
Clothing Brand Playlists
Vans Partnered with Spotify to Add a Custom Playlist on the Platform
The fashion industry can leverage the power of music streaming platforms to create unique brand experiences and strengthen customer engagement.
CategoryLifestyle
Branded Wedding Playlists
The Knot Curated a Fun and Meaningful List of Wedding Songs
Wedding planning industry can tap into the trend of curated wedding playlists to offer additional services and personalized experiences for couples.
