Media Momentum
The digital influence of brands grows through playlist sharing.
A new social media star is born – or rather, reborn — as brands from Gucci to KFC are creating large followings on branded Spotify playlists. While brands initially started sharing playlists on music streaming platforms by posting store playlists, i.e. the songs you hear when you shop in-store, many have pivoted in recent months to curating playlists that speak to their brand’s ethos, core consumer, and overall vibe. Emerging brands are working playlists into their launch plans, as we’ve seen with LA-born Tower Twenty, and niche hotels like TOURISTS (North Adams, MA), who regularly provide new playlists for guests to experience both during and after their stay.
Traditional retail has long focused on capturing the five senses, but what the physical space has long figured out, the digital space often lacks -- primarily the ability to feel and touch the product. Introducing playlists weaves a brand into the fabric of a consumer's everyday life, creating a deeper connection that goes beyond a simple transaction.
Another facet of this trend seems to be in line with the rise of TikTokers who are finding fame by curating playlists and sharing them through the video platform. With the ability to share a link to a specific playlist, consumers can find playlists that pertain to a certain event, activity, aesthetic or person. As the “halo effect” continues to expand its reach, could playlist creators be the next cohort of influencers?
Image: Laura Pittaccio
