Spotify x Auxiety
Background
Sharing is caring.
Sharing music can be the highest form of friendship. Whether it be receiving a custom-made playlist from your best friend or your crush sending you their favorite song to listen to, sharing music can bring people happiness. It can also tell you a lot about a person! But unfortunately, there are many barriers and challenges with people sharing music today. How can Spotify encourage more users to share thus creating more interest and discovery on their platforms?
Tension
People are terrified to be on ‘aux’.
Many listeners feel that their taste in music isn’t mainstream or popular which causes them to feel self-conscious about sharing their choices with others. This leads people to believe and fear that they may be judged or rejected as a result.
There is even a slang-term, aux fright, that describes the sensation of shock and angst one cultivates when receiving the aux cord, as they fear people will express distaste for the genre, band, song, or artist you have played for them.
Insight
Fear is the confidence killer.
Music shaming stops people from playing the songs they love. Fear and shame are holding users back but we can combat those feelings with giving them extra confidence. We all struggle with a confidence deficiency, and when we lack important human nutrients doctors tell you to take some vitamins. So let’s crank up the dosage!
Strategy
Time to give people a dose of confidence.
Creative Campaign
Auxiety x Spotify
Aux-iety by Spotify is a new line of supplements to give listeners the confidence to play their music.
Team
Chelsea Glowacki (ST)
Dominic Militello (ST)
Jess Riporti (AD)
Athena Michaels (AD)
Cameron Norman (CW)
