#KonnichiwaSpotify: Spotify Woos CD-Obsessed ‘Streaming-Averse’ Japan


Spotify Japan launch ad campaign W+K Tokyo

Spotify is launching in Japan with a spot-on branding campaign (“New music, new me”) that shows how the streaming music service livens up everyday life.

The Stockholm-based streaming service is taking on a “streaming-averse” nation obsessed with CDs, as Forbes notes, so it has its work cut out. In addition to the new advertising campaign, it has been sharing congratulatory videos by a range of musicians including Metallica’s Lars Ulrich, SkrillexCorinne Bailey RaeSharon Van Etten, and local artists including One OK Rock.

A related launch Twitter marketing campaign is asking music lovers in Japan to describe their taste in three emojis. In response, Spotify will send each tweet a song suggestion based on that description.

Spotify Japan launch technoAs Campaign notes, Spotify’s launch in Japan comes after five years of negotiation with music labels. Its biggest challenge: “Industry observers are optimistic about its prospects, but some have also noted that a limited catalog of Japanese artists may prove problematic.”

The opportunity is huge—Japan’s music market is globally the second-largest music market, with around three billion in sales yearly, as Forbes notes.

Below, check out the new ad campaign — the first one (featuring a woman chopping vegetables in time to Takkyu Ishino’s 1998 tribal/techno track, Polynasia and linking to a techno playlist) is far and away the best. Nice work all around by Spotify and Wieden+Kennedy Tokyo.


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