The researcher is an expert in radio communication and the impact of new audio formats in our society, as well as audiobranding and audiovisual narrative. Her research also takes into account the growth of music consumption through streaming platforms such as Spotify or Apple Music. The article refers to the IFPI’s global Engaging with Music report, which says 74% of respondents listened to music on these platforms in 2022.
Considering this growing dynamic, the study analyses music lists created by brands to capture audience attention and share time with customers. Researcher Montserrat Vidal and Alfonso Freire-Sánchez, lecturer at the Abat Oliva University also contributed to the paper. 50 activity-focused brand playlists belonging to 7 different companies were analysed to determine if they transmitted certain values through music.
Based on criteria such as context, musical genre, emotional capacity and the fame of the pieces analysed, the article concludes that the selection and grouping criteria of the list respond to the values of the brand and coincide with activities associated with their products or services. “Although the consumer is aware that there is branding behind the playlist, it establishes a more long-term, meaningful connection. Logically, if you are left with a good taste in your mouth, you will have a positive memory of a brand that has given you a satisfying, enriching experience,” says expert Maria Fitó-Carreras.
In the same way that users create music lists according to their personal preferences, brands create theirs as an audiobranding exercise. According to the study led by the researchers, brand playlists are naturally integrated into the user experience, in tune with the characteristics of the platform.
However, it is common to include advertising messages in these playlists, with the visual reinforcement of the brand on the cover. This feature persists even for users who have opted for an ad-free subscription.
Finally, the research concludes that brand playlists move between the terrain of brand content and native advertising, since they are based on the creation of non-intrusive entertainment content that enhances the consumer experience, suggesting positive connections generated through music between the customer and the brand. “Brands are using playlists as an advertising tool beyond the business platform. They function as their own channel at no cost to the company, helping them to win over new consumers,” says Fitó-Carreras.
