Spotify Sparks UK Returns To Bring Together Advertisers and Creators
With more than 678 million users worldwide tuned in to Spotify, we’re at the heart of music and culture. Our unrivaled global community of artists, songwriters, podcasters, authors, and creators is an essential daily companion for fans, and we use this superpower to create impactful connections between artists, creators, listeners, and brands.
As Spotify Advertising’s flagship event series, Sparks is designed to educate advertisers and offer exclusive insights into Spotify’s unique capabilities. To date, we’ve hosted Spotify Sparks U.K. and Spotify Sparks Brazil, and we’re bringing these events to the U.S., France, and Japan in the coming months.
On May 1, Spotify executives, industry leaders, content creators, and advertisers returned to London for a series of live discussions, presentations, and interactive experiences that explored the full power of the Spotify ecosystem. During the event, Rosalind Jeffcoat, Spotify’s Global Head of Consumer Affairs, moderated a conversation with Marc Hazan, Spotify’s VP of Partnerships and Marketing, around how Spotify is creating the ultimate fan experience.
Following the event, For the Record also spoke with Marc to learn more about how Spotify is shaping the future of entertainment and building fandoms.
Spotify is an ecosystem where culture unfolds. How does that set it apart from other advertising options in the industry?
At Spotify, everything we do is about creating the most meaningful and rewarding experience for both users and creators. Today, from music videos to audiobooks to video podcasts, Spotify is closer than ever to the heartbeat of culture. Video plays a key role in this, seamlessly integrating into the Spotify experience not just as content, but as a way to deepen fandom and celebrate culture.
We see this during our annual Spotify Wrapped moment. One of the most exciting features of Wrapped are the surprise “thank you” video messages that artists and creators drop directly into listeners’ Wrapped playlists. Last year, artists used video to create direct, personal connections with their fans. This highlights how video isn’t just an add-on at Spotify—it’s a dynamic tool for celebrating milestones, building deeper connections, and making the Spotify experience even more immersive and memorable.
For advertisers, it’s an opportunity to tap into these cultural moments and engage audiences in ways no other platform can.
What are recent examples of how Spotify has successfully tapped into these fan communities and cultural moments?
Spotify’s ability to tap into fan obsession and stan culture has been a game-changer for connecting with audiences authentically. We don’t just observe fandoms, we’re part of them. We understand the inside jokes, aesthetics, and references that make fan communities thrive, and this deep connection allows us to create ad experiences that truly resonate, because we’re fans too.
Take our latest campaign. It’s a love letter to fans, cocreated with real fandoms to ensure every detail feels authentic. From pink cowboy hats for Chappell Roan’s faithful to mod haircuts for Oasis diehards, every visual, every creative choice, was designed to reflect the passion and personality of those fandoms.
When it comes to cultural moments, authenticity matters, but it also has to be backed by purpose. It has to mean something to the fan. Marketers who are able to understand this will be successful in reaching and engaging with their target audiences on Spotify.
What insights do you hope advertisers will take away from Spotify Sparks UK?
The U.K.’s influence on global culture is undeniable. From genre-defining icons to next-gen creators, U.K. artists consistently drive movements that resonate far beyond their borders. We’re proud to play a key role in helping these artists connect with audiences worldwide.
The U.K. is also a uniquely important market for Spotify, not only because of its cultural impact, but because of how deeply engaged its fans are. It’s a market that’s both mature and experimental, making it the perfect testing ground for innovative features like Clips.
The takeaway? The Spotify experience in the U.K. isn’t just unique, but often ahead of the curve. As U.K. fans continue to shape global culture, Spotify ensures their favorite artists have the tools, visibility, and support to meet the moment. For advertisers, it’s a chance to tap into this dynamic U.K. ecosystem and be part of the cultural moments that matter most.
What excites you most about the future of how Spotify will connect with its users? Any emerging trends you’re seeing that the industry should keep an eye out for?
The future of fan engagement is incredibly exciting. More than just a place where people come to listen to, Spotify is where they come to feel something. That’s why, on average, people spend more than two hours on the platform every day. They come to discover what they love, dive deeper, and leave with an emotional lift. The ability to create meaningful connections is a real differentiator for Spotify.
That’s been the mainstay of our FC Barcelona partnership. We did it to form a massive, globally connected community that bridges the worlds of music and football. The vision for the partnership, which was a world first when we announced it, is to create a new platform to help artists interact with Barcelona’s global community of fans.
Just one aspect of that has been how we designed our shirt placement to be a platform to amplify artist voices. And we continue to iterate to make sure we push the envelope when it comes to our partnership. In fact, today we just announced with FC Barcelona our sixth jersey takeover, which spotlights the world of Travis Scott.
Looking ahead, there’s immense potential to scale the fan experiences we’ve already pioneered while imagining new ways for fans to connect with artists and creators, and also each other.
Earlier this year, we hosted our first-ever Billions Club Live, a one-night-only celebration in LA for The Weeknd’s top fans. Video turned that exclusive event into a global moment, with a concert film released across nearly all markets, letting fans everywhere tap into the energy of the night while connecting with a global community of The Weeknd’s fans. Whether it’s through exclusive content, personalized moments, or shared experiences that foster real community, the future of fandom on Spotify is about depth, connection, and joy.
Visit Spotify Advertising to learn more about how Spotify connects the world’s top brands with loyal fans around the world.
