CHALLENGE: From global giant to local legend

How do you get Thai Gen Z’s to listen to local music on a global platform?

Southeast Asia has been a growth engine for Spotify over the last 2 years, however, the market with the most potential was also the hardest to break through: Thailand remained an elusive frontier. [1] Refer to the Confidential Information Section for Details.

As a comparatively late entrant to the market (2017), it has been difficult for Thai GenZ’s to imagine a meaningful role for Spotify in their music culture. Spotify needed to find a fresh approach to infiltrate the Thai music fandom and unlock relevance among Gen Z.

Our business objective was to accelerate Thailand’s MAU growth by firmly establishing Spotify as the home of local music. [2] To increase:

1. Spotify relevance (“brand for me”)

2. Brand association with Local Music

3. Monthly Active Users (MAU)

With T-Pop fans as the gatekeepers of Thai music culture, Spotify opted to earn their invitation by enabling their insider status.

Presenting: THE SPOTI-FAN EXPERIENCE

Partnering with Thailand's beloved grassroots talent show, I Can See Your Voice (ICSYV), Spotify transformed top fans from dedicated spectators to active participants at the heart of TPOP.

1. Spoti-fans: Imagine the ultimate fan dream come true: 10 'spoti-fans,' selected through a passionate display of their local music devotion on Spotify, catapulted into the limelight with front-row seats and exclusive meet-and-greets with their idols.

2. Active Integration: The innovation doesn't stop there, we transformed the show's fabric with Spotify-powered clues — mystery performers' playlists become key to unraveling on-stage enigmas, igniting a wildfire of speculation and discussion among T-Pop fans watching from home.

'Spoti-fans’ isn't just a sponsorship; it redefines fan-artist connection, making every performance an interactive bridge between stage and audience, powered by Spotify.

INSIGHT: EMBRACING LOCAL T-POP

GenZ's devotion to T-Pop, marked by a billion streams and significant financial investment, is a testament to their influence in Thailand's music industry. Platforms like "I Can See Your Voice" (ICSYV) are pivotal in expressing this support, but devastatingly, the exclusivity often relegates fans to passive roles.

Spotify recognized this gap, leveraging ICSYV not just as sponsorship but as a means to actively engage fans and integrate authentically with Thai music culture, aligning perfectly with its mission of connecting artists and fans.

STRATEGY: LEVERAGING THE FANDOM TO BREAK INTO THAI MUSIC CULTURE

With T-Pop fans being the gatekeepers to the domestic music industry, Spotify traded traditional ads for a content-driven strategy. The partnership with ICSYV was instrumental, showcasing Spotify's commitment to local music and artists, and inviting fans into a more immersive and interactive experience, thus securing a coveted spot within the Thai music landscape.

In a strategic pivot within Thailand's challenging market, Spotify's "Spoti-Fan" partnership with ICSYV not only penetrated the T-Pop scene but also reshaped its brand identity among Gen Z. [3] Refer to the Confidential Information Section for Details.

Anticipation was fueled by strategic timing with a 30-day lead-in, capturing audiences primed for engagement, and achieving amazing media results;

- 0.63 TV rating (10.5% above average)

- Digital extensions pushed episode views to over 1 million, a substantial 27% uplift

- Social platforms buzzed with a 41% surge in engagement

"Spoti-Fan Experience" transformed Spotify’s challenge in Thailand into a cultural triumph, embedding itself within the T-Pop fabric and redefining fan engagement. This campaign not only solidified Spotify's presence but also set a new benchmark for integrating global brands into local music ecosystems.