Spotify Australia and New Zealand have unveiled a new brand campaign titled 'Connected By Spotify'. The campaign aims to spotlight the diverse consumer base of Spotify, with over half of Australia now tuning into the platform.

A key feature of the campaign is an in-app experience called 'What’s Your Music Generation?' This innovative tool analyses users' Top 50 tracks over the past 12 months to reveal their true music generation percentage.

The campaign is supported by social assets developed by Australian influencers including Kat Clark, Deja Clark, Tony Rhee, Ross Andrewartha, God Worthy, and Tim. The campaign will run from 11 August to 15 September across Out of Home, Social, Online Video (OLV) and On Platform Marketing (OPM).

Rosie Rothery, Spotify’s Head of Marketing, explained the campaign's objective: "While the generation gap widens around us, content consumption and Spotify feature usage reveal that Australian generations are perhaps more connected than we'd all care to admit. This uniquely Australian campaign fuelled by audience insights and hyper-local cultural truths showcase some of Spotify's most iconic and unique product features, including a world-first on platform experience that will reveal what Musical Generation you really belong to."

The campaign credits include Rosie Rothery - Head of Marketing AUNZ, Spotify; Taylor Best - Marketing Manager AUNZ, Spotify; Anjali Warrer - Marketing Executive AUNZ, Spotify; Haydn Hickson - Social Marketing Manager AUNZ, Spotify; Creative Agency - Akcelo; Social Media Agency - Jack Nimble; Media Agency - Publicis One Vibe.