Sanremo is a strong strategic field for Spotify. The most loved and awaited moment for Italians of every generation. Unfortunately, it only lasts one week and when it’s over Italians feel lost.

That’s why it’s a key moment for Spotify to cultivate and strengthen the emotional bond with its consumers and Sanremo Lovers thanks to its Sanremo playlist. The playlist where Sanremo never ends.

Spotify turned Sanremo into a neverending phenomenon by creating the longest vocal solo ever.

We simply extended the most iconic verse of Brividi by Mahmood & BLANCO, the most streamed song of 2022 that won the previous edition. Everyone in Italy had this verse stuck in mind, everyone sung it at least once and the campaign idea took advantage of this insight with a hyperbole that worked across all the media, from TVC to outdoors.

Sanremo has become increasingly important for Italians, because it has the power to bring everyone together in front of the screen, even those who are not music fans: a show to watch

and experience with heated spirits, and one that does not end with the end of the evening.

For Gen Z, in particular, the Festival has been an opportunity to "live" their artists and get to know them even more deeply and in a different context, but this takes time and multiple listenings.

Thanks to its official playlists, Spotify is the engine that extends the 24/7 Sanremo experience and intensifies it, keeping the excitement high thanks to the (almost) immediate availability of the songs, podcasts, lyrics and playlist. A kind of after-festival where one can continue to experience the excitement of the newly discovered music and where one can potentially continue to experience a Festival that "never ends" indefinitely.

Brividi by Mahmood & BLANCO is the most streamed Italian song of 2022 that won the previous Sanremo edition. It’s well known for its iconic vocal solo. Everyone in Italy had this verse stuck in mind, everyone sung it at least once and the campaign idea took advantage of this insight with a hyperbole that that engaged all the fans and made the campaign a social phenomenon.

The Sanremo 2023 Spotify playlist was the second most streamed playlist worldwide from the 7th to the 11th February.

The 28 songs also gained an audience growth of 23% compared to the previous edition.

6 songs placed in the Global Top Debut Song ranking and 5 songs entered the Global Top 200.

The response from people was overwhelming. The campaign immediately went viral, organically spread by the 40 diverse artists and spontaneously amplified by more than 60 KOLs and 60 online communities.

Moreover, Spotify got +200K Monthly Users and 13K Premium Subscriptions in just one week.