Virgin Media and Spotify have created a unique tool allowing listeners to delve deeper into the musical history of their favourite tracks while discovering new music.
The collaboration is part of Virgin Media’s ‘Faster Brings Us Closer’ campaign, which centres around intergenerational connections made through music. The latest TV ad follows a budding singer-songwriter, played by visual artist and musician Lava La Rue, as they stumble across a 90s jungle track recorded by their father and dedicated to them when they were a child.
Music fans can search by artist or song title to discover the history of more than 70 million tracks. Integrated with Spotify, the tool maps a timeline of tracks based on musical attributes, genealogy and artist similarities. The results are filtered by decade and the experience will also generate a bespoke playlist for each user, full of the tracks and artists that share a lineage with their chosen song.
Samantha Codrington, Head of Brand Communications at Virgin Media, said:
“Our latest campaign tells a story of discovery as an aspiring artist connects with their father’s musical past. We’re taking this discovery to the next level by teaming up with Spotify to allow music fans to really get under the skin of their favourite tracks, while providing a unique way for them to explore new music at the same time.”
As part of the launch for the new tool, there’s a series of 30-second audio ads starring Rizzle Kicks front man Jordan Stephens. Listeners are able to download and share their findings with friends across their own social media, directly from the tool.
Clare Beddow, Spotify UK and Ireland, Acting Head of Sales, said:
“We’re really excited to link up with Virgin Media to help listeners delve into the musical history of their favourite songs. Understanding the history behind a track, and all the incredible artists and creators who have contributed to that, makes it so much more meaningful for a listener. We hope people will enjoy the bespoke playlists and be inspired to explore more of the music they love on Spotify.”
Audio and display ads will be served to Spotify free users with the campaign running until 31 October 2021.
