# 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.
- Title: Spotify's Creative Lab Chief Lobbies for Sounds Over Screens
- Summary: 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…
- Keywords: kay hsu, spotify, creative lab, brandweek, atlanta, audio, podcasts, sound design, brand strategy, fandom, cultural relevance, adweek
- Source: Adweek — https://adweek.com/media/spotify-brandweek-creative-sounds-screens
- Author: Mark Stenberg
- Published: 2026-09-16T08:32:40+00:00
- Read time: 1 min
- Topics: kay hsu, spotify, creative lab, brandweek, atlanta, audio, podcasts, sound design, brand strategy, fandom, cultural relevance, 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.
## Key takeaway

Sound builds deeper connections and trust than visual formats, but brands consistently overlook it when building fandoms.