Post Mid Assignment

Submitted by:
Eshaal Naseem
Hareema Kamran
Umama Mahmood
Submitted to: Ma’am Asma Nisar
Course Title: Sales Management and Advertising
Semester: 6
Section: B
Date: May 19, 2023
BUSINESS STUDIES DEPARTMENT KINNAIRD
COLLEGE FOR WOMEN LAHORE, PAKISTAN
Batch: 2020-2024
 SPOTIFY
Introduction:
A large selection of songs, podcasts, and other audio content can be found on Spotify, a
digital music streaming service. When it was introduced in 2008, Spotify quickly became
well-known and transformed how people listen to music. Spotify provides a customised and
seamless music experience with a user-friendly interface and a large song library of songs
from different genres.
Users have the option to make playlists, follow their favourite musicians, and find new music
through curated recommendations. The service provides both a free version, which is ad-
supported, and a premium subscription, which adds extra features like ad-free listening,
offline playback, and better audio quality.
One of Spotify's standout features is its potent recommendation algorithm, which studies
users' listening patterns and preferences to make recommendations for new music that
matches their tastes. It functions as a social platform for sharing and discovering music by
enabling users to share their playlists and favourite songs with friends.
Smartphones, tablets, computers, smart speakers, and other gadgets and platforms all support
Spotify. With millions of users active worldwide and licences with both major record labels
and independent artists, it has grown in popularity globally and is now a comprehensive
music streaming service for music lovers everywhere.
Differences between Spotify’s Ads in USA and in Pakistan

 Ad Message:

The ad based in USA shows music as a source of peace and connection with one’s self. The
ad shows the actors really connecting with the meaning of the song being played and how
Spotify as an app helps fulfill this need of theirs. Another point to note is that the actors are
shown alone in a car to emphasize on them being alone and enjoying their own company. The
ad persuades the audience to prioritize giving themselves time and to relax above everything
else as people can be seen waiting outside the cars for the actors to finish.
While in the Pakistani ad music is the life of any party or in this case, any wedding. The ad
also emphasizes on the importance placed on weddings and family events in Pakistani culture
and how music is incorporated in these events. In the Pakistani ad, music is more of a way to
connect with others and bringing everyone together. Hence, the ad shows an instant mood
change as energetic music is put on and everyone comes together to dance. In this way
Spotify shows how the app can aid in creating a joyful experience for the event and reduces
the hassle for everyone by allowing them to make a wedding songs playlist to be used easily.

 Music Genres:

Depending on the preferences of the local audience, different music genres have been
highlighted in both ads. In the United States ad, popular western music has been used. Audio
wise the music appears to be deep, meaningful and soothing as the actors can be seen
indulged in its lyrics and vocals.
In the Pakistani ad, local music genre has been used that feature folk music or contemporary
Pakistani artists. As the ad is centered around a wedding and family even, it shows that party
songs full of energy have been used and how the audience prefers songs that people can
dance to.

 Cultural Context:

Both ads feature different content and themes in order to better fit the cultural norms of their
respective countries. In the ad based in United States, we get a sense of American
individualism by seeing people relaxing by themselves and listening to music. In the ad,
Spotify has also brought attention to the widespread practice of listening to music while
behind the wheel in the United States.
The Pakistani ad makes a reference to Pakistani culture by featuring a wedding as its setting.
Weddings are significant events in Pakistan, and one of the most significant aspects of
Pakistani culture is the "dhoom dhaam" celebration on the weddings. The culture of Pakistan
is being conveyed through the advertisement in a number of different ways, including the
music being played, the way people are dressed, the way they are dancing, and the general
mood of the ad.

 Target Audience:

The demographics and interests of Spotify's target market in the US are varied. This means
that Spotify can be used by people of all ages, from different backgrounds, and who have
different musical tastes. Individualism is emphasised, allowing users the freedom to discover
and enjoy music according to their own preferences and passions. Regardless of their
backgrounds, Spotify provides a platform for connecting through a love of music in the
United States.
On the other hand, Spotify's target audience in Pakistan might place a greater emphasis on
regional music, artists, and cultural aspects. This illustrates how important cultural identity
and a sense of community are. Families and communities are extremely important in
Pakistani society, and music is frequently used as a means of connecting people and
expressing culture. As a result, Spotify in Pakistan may support these ideals by showcasing
regional artists, classic musical styles, and carefully curated playlists that speak to the general
cultural experience.

 Mood:

American Spotify advertisements frequently highlight intimate connections to music. They

emphasise people and their individual stories, demonstrating how music can be a vehicle for
self-expression and self-discovery. The atmosphere is typically contemplative and
introspective, emphasising the emotional impact of music on a person's life. The idea is to
present Spotify as a tool that enables users to develop deeper relationships with themselves
through the music they enjoy.
In contrast, Pakistani Spotify advertisements frequently emphasise the social aspect of music.
They frequently show groups of people dancing and singing together in celebration and
interacting with one another. The atmosphere is happier, more upbeat, and more lively,
emphasising the social and group experience of music. The focus is on using music to bring
people together, promote a sense of community, and establish a shared cultural experience.
The cultural norms, values, and social dynamics that are prevalent in each country have an
impact on these mood variations in Spotify advertisements. The emphasis in the United States
is on individual experiences and self-expression because individualism is highly valued there.
The emphasis is on the social and communal aspects of music in Pakistan, where collectivism
and ties to the community are important.

 Language:

Spotify advertisements are primarily communicated in English in the United States, where
English is the most widely used language. With this decision, they can appeal to the vast
majority of Spotify users in the nation and reach a wider audience. Since English is the
language that the target audience understands the best, the slogans and messaging in these
advertisements are probably written in English.
On the other hand, Spotify advertisements in Pakistan, where Urdu is the official language
and several regional languages are also used, would speak to the local audience in Urdu or
other regional languages. Spotify wants to establish a stronger connection with its audience
and foster a sense of familiarity and relatability by using the local language. To further
establish a connection and make the content more approachable for the target audience, actors
in the advertisements may also speak in the regional tongue.
The use of regional languages in Pakistani Spotify advertisements recognises the nation's
linguistic diversity and diverse culture. By using their language and slogans that relate to
their cultural context, it demonstrates a commitment to understanding and establishing a
connection with the local audience.