Music and Media Planning Merge with ‘Tunetorials’ from Spotify and FCB New York

Spotify Advertising and FCB New York have teamed up once again to launch ‘Tunetorials’, delivering a musical twist on advertising tutorials and turning advertiser education into a cultural moment.

‘Tunetorials’ turns media planners’ most pressing questions around improving ad performance on Spotify into catchy yet insightful earworms. The enjoyable B2B campaign shows brands and agencies how they can harness Spotify’s breadth of formats, targeting, and measurement tools to connect with audiences and achieve results that matter.

‘Tunetorials’ follows FCB New York and Spotify’s multi-award winning ‘Spreadbeats’ campaign, which turned media planning on Excel Spreadsheets into a multi-sensory, audio-first experience.

The campaign also comes as part of the wider ‘Spotify Performs’ platform, a performance playbook giving marketers the tools and insight they need to plan, optimise and scale campaigns across sight, sound, and screen on Spotify.

^{Above, 'How to Reach Your Target Audience feat. Parbleu'}

Created in collaboration with emerging artists, the campaign features six brand-new tracks from genres spanning rock, pop and R&B, each designed to present Spotify Advertising strategies in fresh and memorable ways. The tracklist includes:

- How to Run a Multi-Format Campaign
- How to Measure Campaign Performance
- How to Drive ROI With Your Campaign Setup
- How to Create Ads for Spotify
- How to Reach Your Target Audience
- How to Track Your Ad’s Success

The lyrics were written collaboratively by Spotify, FCB New York and the artists, to blend musical authenticity with practical media advice. Lyrics include, “Formats stacked to land just right / Audio, video, display in flight” and “Brand Lift’s the compass, Pixel’s the trail / Third-party tools make the story unveil”.

^{Above, 'How to Drive ROI With Your Campaign Setup feat. Big Sis'}

Three full length music videos also launched in conjunction with ‘Tunetorials’. The first, ‘How to Run a Multi-Format Campaign Feat. Carter Ace’ is a hybrid live action and animated production. Blending fashion and choreography, it was shot inside the Bastille Opera House in Paris.

Meanwhile ‘How to Drive ROI With Your Campaign Set Up Feat. Big Sis’ follows an anime-inspired heroine on a vibrantly colourful, worldbending journey through planning and optimisation.

Lastly, ‘How to Reach Your Target Audience Feat. Parbleu’ takes a mixed media approach, forming a multilayered collage effect that visualises the power of targeting and measurement.

Short form :15 and :30 ads will run across Spotify, LinkedIn, Meta, and YouTube, using a repeated call to action: ‘Watch the music video to unlock great ad performance.’

Bringing a physical component to the campaign, FCB New York created a limited edition vinyl featuring all six tracks. A physical gateway to unlocking greater ad performance, the record is a tangible reminder of Spotify’s media strategy for its brand and agency partners.

The full playlist can be found on Spotify here.