Spotify launches new brand platform ‘Turn Up Aus’
Spotify Australia is increasing support for the local music scene, with its “most ambitious” brand platform — and business-wide program — yet.
‘Turn Up Aus’ is about “elevating, championing, and really supporting” Australian artists, according to Spotify’s head of marketing, Rosie Rothery.
“It marks that ongoing commitment we have, and we want to continue to level up, set a high bar, and ensure we keep playing a really important role in uplifting Australian artists.”
The new brand platform features a new visual identity that will be seen across OOH, social, digital, and on-platform channels.
Rothery said it’s a “bold, proud celebration” of homegrown music, built on the simple phrase of ‘Turn Up Aus’.
“Visually, the campaign is colourful, dynamic, it’s really artist-focused, you can feel the raw, colourful-type treatment,” she told Mumbrella. “We’ve got an extreme volume of colours that sit within the palette for this work because it’s got to be able to stretch across the diverse range of incredible Australian talent.”
Spotify worked with branding agency Christopher Doyle & Co, and experiential agency Mushroom Creative House to bring the strategy to life.
She said both agencies understood the need to show up differently for different artists as they “have their own brands in and of themselves”.
“We wanted to make sure that we were really foregrounding and heroing artists in the work, the visual identity needed to be flexible enough to accommodate for those brands and those genres that sit within. It was satisfying to see, when you lay out the breadth of all of the different possibilities, just how impactful it can be across all of those different artists,” Rothery told Mumbrella.
Spotify also partnered with media agency Zenith.
The brand identity will be spread across Spotify’s new editorial hub, which will also feature and spotlight Australian music.
Rothery also hopes the hub can serve as inspiration for the wider marketing and advertising industry to support Australian music on a broader scale.
As part of the ‘Turn Up Aus’ program, exclusive artist-fan experiences will launch this year, creating deeper engagement between audiences and Australian talent.
“We’ll be inviting some of the top fans based off Spotify’s listening data, once we’ve isolated those top fans, we’ll invite them to custom experiences that we’re creating in really close collaboration with artists and their teams,” Rothery said. “The first will be with Spacey Jane, but watch this space because you’ll see more being launched throughout the course of this year.”
Credits:
Client – Spotify AUNZ
Rosie Rothery – Head of Marketing
Taylor Best – Marketing Manager
Steph Gray – Marketing Lead
Laura Heydon – Marketing Executive
Haydn Hickson – Social Marketing Manager
Christopher Doyle & Co. – Brand identity & creative direction
Mushroom Creative House – Experiential and event production agency
Zenith – Media agency
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Australian music
Campaign
Christopher Doyle & Co
Marketing
Mushroom Creative House
music marketing
Rosie Rothery
Spacey Jane
Spotify
Spotify Australia
Turn Up Aus
Zenith
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