![]() ![]() As a result, Qadan believes that the music industry is no longer an exclusive club, requiring people to know celebrities or people working with record labels and radio stations to ensure that their music reaches their audiences. This, of course, has changed and since 2021 there has been an emergence of promising musicians such as Hasan Raheem, Taha G, and Talal Qureshi, as well as bands like Takatak, Awaz, etc. You would have to struggle to get in if you did not have the resources to produce music.” ![]() “It is terrific to see that the UK, US and India are the top three countries with the highest global streams of Pakistani music.”Įlaborating on the fact that Spotify is providing Pakistan’s new-age musicians a platform, Qadan says, “Twenty years ago, the music industry was a restrictive club. Perhaps because of this feature, Qadan is confident that, “the subscriber base in Pakistan will continue to grow.”Īccording to Qadan, as Spotify continues to see significant growth, “We are achieving the objectives set for us,” and she adds that they have also discovered the potential within the Pakistani market as reflected by the popularity of a new generation of musicians. ![]() Spotify offers a freemium model which comes with a limited ad-supported free service, while the algorithms provide users with highly personalised music recommendations based on the music they listen to. Our premium subscription revenue has increased by 23% over the previous year, with the total amounting to €2.37 billion, while advertising-supported earnings stood at €282 million after growing 31% year-on-year,” says Ruthie Qadan, Head of Strategy and Operations, Spotify Pakistan. The campaign encompasses a mix of media, including traditional (OOH, TV, radio) and digital (Facebook, Instagram, YouTube) platforms.īefore Spotify came to Pakistan, many music lovers used proxies to access the app and now since its launch, Spotify’s subscriber base has grown exponentially. “Our revenues saw a 24% growth during the first quarter of 2022, amounting to €2.37 billion*. ![]() We now have 17-year-olds discovering opera, some are exploring Japanese tunes and a whole new generation is getting to know about Cher, ABBA, Nusrat Fateh Ali Khan and so many other musical talents.” The fear of stasis and not exploring enough is answered by Spotify’s vast catalogue of millions of songs and playlists. The major insights to have emerged were a fear of stasis, of not exploring the world enough and an escape into music. “Given these insights, we felt the campaign’s theme was a perfect fit, as escapism via music is a key behaviour trait of our TG. She says that the creative idea was developed after studying and analysing the psyche of Gen Z Pakistanis (Spotify’s core target audience). The current ‘ Jaisa Mood Waisi Dhun’ campaign includes three TVCs, each of which highlights everyday scenarios that are enriched by Spotify – a mundane university lecture, a rift between siblings and a dull qawwali function at home.Ītiya Zaidi, MD & ECD, BBDO Pakistan (Spotify Pakistan’s creative agency), explains the theme behind the campaign: “No matter how you are feeling (“ jaisa mood”), you can choose what you want to listen to using Spotify’s over 82 million songs and four billion playlists (“ waisi dhun”).” In the beginning of 2022 Spotify also partnered with Coke Studio as their official audio streaming platform and launched the Pakistani edition of their global music programme, EQUAL, which showcased women’s musical talent and introduced the Spotify Charts feature, which generates the top 200 songs across 17 genres and categorises them based on context from user playlists. Previous campaigns included ‘Spotify Wrapped’ (digital-only) and ‘ Jaisay Tum Waisi Dhun’ (to mark Spotify’s first anniversary). This, in fact, is Spotify’s third campaign (although their first nationwide one) since their launch in Pakistan in February 2021. Perhaps based on this relationship between our moods and the music we listen to, Spotify launched their first nationwide campaign recently, ‘ Jaisa Mood Waisi Dhun’, which translates into ‘ You will always find a tune to match your mood’. Music is believed to stimulate the part of the brain that produces dopamine, a pleasure-inducing hormone therefore, whatever your state of mind, the right music will put you in a better mood. ![]()
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