How Spotify Connects Brands and Artists
Jay Norman is the Global Head of Music Marketing at Spotify. His work at Spotify and his background as co-founder of the content shop Verse + Hook has focused on helping brands create and connect through culturally impactful work. We discussed all of this and more this week on the On Brand podcast.\n\nAbout Jay Norman\nJay Norman is a creative leader, marketer, and co-founder with a 15-year + commitment to designing campaigns merging culture and human emotional experiences.\xa0Currently serving as the Global Head of Music Marketing at Spotify, Justin has worked with several international brands, organizations, and artists, creating genre-bending, culturally impactful work. Within his agency career,\xa0he has led campaigns and content for brands such as Johnson and Johnson (Listerine, Tylenol, Zyrtec), Stellantis (Dodge, Fiat, Jeep, Maserati), Unilever (Country Crock, Bertolli, Popsicle, I Can't Believe It's Not Butter) JBL, Harman Kardon, McDonald's, and more.\nThe award-winning content shop he co-founded, Verse + Hook, has crafted work on brands like Pepsi and Kingsford and had an integral role in the composition of campaigns and media featuring artists and musicians in advertising for brands like Jeep, Bacardi, Paypal, NFL, and ESPN.\n\nEpisode Highlights\nArtists and brands can be strange bedfellows. \u201cUsually it takes the form of an endorsement.\u201d However, as Jay notes, it can often be something much bigger.\nThe problem? \u201cBrands usually come in asking an artist to be in this thing all about me. In reality, it all comes down to story \u2014 what about you makes you interesting?\u201d\n\u201cOur algorithm is one of the best pieces of machine learning,\u201d says Jay. He went on to share the powerful brand touchpoint of Spotify's year-end Wrapped project.\nWhat brand has made Darren smile recently? \u201cBarbie,\u201d Jay noted with enthusiasm. \u201cI'm loving that, usually, a brand over-saturating the market backfires. But Barbie reminds us that nostalgia is a powerful tool.\u201d\nTo learn more, connect with Jay on LinkedIn.\n\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn,\xa0iHeart,\xa0YouTube, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\n\n\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices