The work in this campaign features musicians speculating about user playlists where their music is featured. The artists include DNCE, Alessia Cara, and D.R.A.M. Each one reflects on why someone on Spotify chose their track for a particular playlist. For example, in one film, DNCE's Joe Jonas wonders why someone picked one of his band's tracks for a funeral playlist.

The campaign was targeted at those people who don’t define themselves just by the music they listen to, because as streaming becomes the established way of accessing music, they’re wondering which service seems right for them. They’re young millennials who haven’t yet taken Spotify to heart. Spotify helps to connect an eclectic community of listeners through its platform and features by offering something unique to all music fans. We aimed to tell these stories in interesting and culturally relevant ways, highlighting the benefits of the platform and why people should join the community.

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