A Song for Every CMO

FCB New York

Brand: Spotify

Year: 2021

“A Song for Every CMO” changed the way brands see B2B campaigns. It blurred the lines between direct marketing and pure entertainment by reaching major brands’ CMOs directly and personally — the same way we wanted them to reach their target — on Spotify.

CMOs want to get the attention of their audiences. But they tend to think video-first. So, to showcase the captivating creative potential of Spotify Advertising, we created original songs for the top 10 CMOs with the biggest media spends.

Beginning with identifying their favorite genres, via Spotify data and through direct research, the team used Spotify Studios in NYC and worked with Spotify artists to craft lyrics and to record our original tributes tailored to the tastes of an audience of one.

Each song was treated like a new single — complete with bespoke album art — and released as part of a Spotify playlist.

The campaign drove enormous media and social conversation within the marketing community, inspiring other CMOs to reach out, requesting “CMO Songs” of their own and paving the way for the most successful year in Spotify Advertising history, achieving 75% growth in ad revenue YoY.