Spotify has rolled out Tunetorials, an album made for marketing minds: six original tracks (and matching music videos) that turn ad planning lessons into songs.
Created with FCB New York, the campaign aims to make learning about Spotify’s ad tools not just digestible… but audible.
Spotify ANZ Head of Sales Adrian Bingham put it plainly: “Tunetorials is the latest innovative B2B piece from Spotify … what if learning about Spotify Advertising could be as fun as using Spotify?”
Turning ad theory into earworms
The campaign features six tracks performed by emerging artists, each translating an advertising concept into a catchy tune.
From planning multi-format campaigns to driving ROI, the lessons are woven through lyrics and visuals that make ad education sound, well, a little less like homework.
The data hits the right notes, too. Spotify says pairing audio, video and display can drive up to 90% greater sales lift than audio alone, while tools like Spotify Pixel help marketers measure and optimise results with ease.
In a study launched out of Australia (in collaboration with Neuro-Insight, Mutinex, Yahoo DSP), Spotify ads delivered twice the attention of social platforms, 51 per cent higher engagement, and stronger memory encoding.
“The ads you serve clearly make an impact and that’s reflected in the metrics,” Spotify’s Head of Advertising Research & Measurement Jan Bojko told Mediaweek.
He added that in Australia, the sophistication of both the market and measurement vendors made it a natural testbed: “If the maturity is there for audio, the maturity is there for programmatic.”
Making learning fun again
Bingham said the idea was to bring Spotify’s trademark creativity to its B2B education: “We know Spotify advertisers love creativity and music, so we met them there, transforming how-to lessons into original songs and music videos.”
He added that Tunetorials was designed as a “surprise-and-delight campaign that blends education with entertainment, so learning doesn’t feel like a chore,” and ultimately, to “inspire brands and agencies to see Spotify’s suite of ad solutions in a whole new way.”
From vinyl to video
The campaign doesn’t stop at streaming.
It includes two animated music videos, a live-action short, and even a limited-edition vinyl pressing – putting what Spotify calls “the soundtrack to success” directly into the hands of brands and agencies.
Short-form cuts of each track will also roll out across Spotify, LinkedIn, Meta and YouTube.