From Adweek · Mark Stenberg · · 1m 20s
Spotify's Creative Lab Chief Lobbies for Sounds Over Screens
Kay Hsu argues brands miss the power of audio by chasing quick video clips and format trends.
In brief
Kay Hsu argues brands miss the power of audio by chasing quick video clips and format trends. Sound builds deeper connections and trust than visual formats, but brands consistently overlook it when building fandoms. Originally reported by Adweek.
Formats have blurred into one
A single podcast can now exist as a show, a video, and a touring live experience. Sound is the common thread brands keep missing.
Podcast listeners trust hosts more
Spotify's research shows people trust podcast hosts more than the same creators on other platforms. They also feel better after listening than scrolling.
“We're about the soul, not about the scroll.”
Speed kills sound strategy
Brands chasing 6-second clips miss the element that actually builds connection. Spotify's Creative Lab helps brands move fast enough to catch cultural moments.
Spotify spots trends before they peak
Real-time listening data predicted Wuthering Heights would become huge because audiobook streams spiked early. Playlist behavior reveals what's coming next.
Audemars Piguet designed for ears first
The watchmaker's 150th anniversary campaign centered on a custom song and an intimate 200-person listening event, not a video ad.
New tools deepen fan access
Spotify built Reserved with Live Nation for early ticket access and a remix feature for cover art with Universal Music. Format trends take a back seat to fandom.
“If you're not thinking about sound, you're definitely not thinking about cultural relevance.”
The essence
Sound builds deeper connections and trust than visual formats, but brands consistently overlook it when building fandoms.
