Spotify has launched a new B2B campaign designed to engage marketers, agencies, and brand decision-makers by turning a media plan spreadsheet into a music video.

The campaign, backed by a soundtrack from Coachella performer John Summit, takes viewers on a journey of a single spreadsheet cell (E7) that evolves into a colourful 3D character. The campaign was created in partnership with FCB NY and Uncharted, and the music video was coded directly within the spreadsheet using built-in functions like ASCII, Graphs, Unicode, and conditional formatting.

Head of Sales – AUNZ at Spotify, Adrian Bingham, said: "We know how important media plans are to our industry and that they are generally the unsung heroes of our campaigns. With Spreadbeats, we wanted to inject some of the creativity and energy the Spotify brand is known for, to create something unique for the industry."

Rich Frankel, Global Creative Director at Spotify, said: "The media plan is the unsung workhorse of our industry, and it’s not necessarily the first thing you’d think of to tell a story creatively. Through Spreadbeats, we are using the analytical tools of our trade to deliver a memorable experience. We hope to inspire our brand and agency partners to never look at a media plan from Spotify the same way again."

DJ John Summit, said: "I know my way around a spreadsheet almost as well as a DJ mixer," he said. "My first-ever job was in accounting, where I got really good at using spreadsheets and I think there can be creativity in every job. That’s why I was so excited to partner with Spotify on this project and to use my track, ‘Shiver’ to convey emotion where people might not typically feel it."

The 'Spreadbeats' campaign has been tested across 14 markets including the US, Canada, UK, Germany, Italy, Spain, France, Brazil, Mexico, Australia, India, and Singapore. The campaign will be sent directly to brand and agency inboxes, providing a unique and creative approach to the often overlooked media plan.