Spotify is launching its first branded podcast in partnership with New Amsterdam Vodka. ‘Ebb & Flow’ will feature conversations between DJ Jasmine Solano and hip-hop and R&B artists.
More and more people listen to podcasts. In 2017, 40% of Americans said they had listened to a podcast, with 24% saying they had done so within the past four weeks. They are not only a new form of entertainment, they are also a very efficient new marketing channel.
For Spotify, this opens the door to many new branded partnerships, as explained by Rob Walker, global director, creative solutions at Spotify: “Just as we do with music, we see podcast as another avenue to connect our advertising partners with audiences and, through our deep understanding of our users, help brands show up in the right way.”
For New Amsterdam Vodka, this was a great opportunity to work with Spotify and to expose their customers to a new content format.
“We chose to do a branded podcast less because of the format and more because of the opportunity with Spotify. When discussing ways to work together, we wanted to be sure that we were supporting the latest and greatest that Spotify has to offer,” explained Michael Sachs, director of marketing for New Amsterdam Spirits.
Ebb & Flow is part of New Amsterdam Vodka’s “Put Your Soul Out” campaign. It features conversations between DJ and brand ambassador Jasmine Solano, together with popular music artists in the likes of GASHI, Bryce Vine, Saweetie, J.I.D. or Skizzy Mars. Each episode ends with a recipe using New Amsterdam Vodka.
More from Other Platforms
YouTube is testing a new tool that uses machine learning to create six-second "Bumper" ads from longer existing ones.