How Spotify’s Mid-Form Content Generated 10.7M Views in 2 Years

What is Frequency?

Frequency is an initiative that celebrates Black art, entertainment, creativity, culture, and community. 

Frequency was created in May 2021, in response to a climate in which Black voices in music, fashion, business, and more continue to be left out of the narrative.

The documentary “Sunday Dinner” is a 3 part series that supports the Frequency initiative by featuring local artists from the DMV (DC, Maryland, and Virginia), Bay to LA, and Texas.

On average, the “Sunday Dinner” videos are 8 minutes long. 

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Spotify’s “Sunday Dinner” documentary harnessed a strong mid-form content marketing approach, distributing their content through: 

• 16 Artists
• 22 Sponsored and Organic Social Posts

The purpose of this report is to determine successful elements of Spotify’s documentary marketing & creative strategy.  

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Key Definitions

1. Video Views (Ads): The total views for all documentary promotional content, inclusive of paid advertising.

2. Video Views (Organic): The total views for all documentary promotional content, excluding views from paid advertisements.

3. Engagements: The sum of likes, comments, and shares across all promotional posts.

4. Impressions: The total number of instances an ad was displayed to users.

5. Ad Spend: The total budget allocated for paid advertising campaigns.

6. Average Follower Growth: Determined by analyzing follower count metrics across Spotify, Instagram, Twitter, and YouTube.

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Comparing Spotify’s Average Video Views

Chart is a visual representation and is not to scale.

 All posts made during  July ‘21, July ‘22, and October’ 22 from Spotify & Our Frequency’s account were used in the “pre-launch” average video view calculations.

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The “Sunday Dinner” Documentaries generated 5.2M impressions and 10.8M video views.

*Average Follower Growth was calculated using follower count data for all artists, brands, and restaurants on Spotify, Instagram, Twitter, and YouTube between May. to Nov. ‘21.

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Two creative elements made this campaign a success:

‍Creative Freedom

• Directors were given minimal direction and had creative liberty in their filmmaking, leading to:
• Content that deeply resonated and inspired fans.
• Imaginative shots and innovative edits.
• Natural, intimate scenes that felt genuine, not overly commercial.
• Unscripted footage that captured authentic, informative conversations.

Community in Mind

• Each documentary was featured in a specific city and Spotify honored that by:
• Hiring local directors.
• Featuring local restaurants & artists
• Building a meaningful connection with the local viewers through in-person events.
• Encouraging dialogues that underscore emerging local artists and the region's impact.

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Key Takeaways

What's the top performing example of mid-form branded entertainment?

• Recommendation
  Key Creative Successes in the "Sunday Dinner" Documentaries:
  (i) Genuine Interactions: Filming took place in a setting designed to foster sincere interactions, thanks to unscripted conversations and an informed host.
  (ii) Unwavering Authenticity: Spotify's consistent commitment to supporting the Black community was evident, from launching the Frequency initiative to amplifying Black voices through the documentary.
  (iii) Edutainment: The documentary seamlessly combined entertainment and education, offering audiences a rare intimate look at artists, insights into emerging local talent and the intricacies of regional music culture.

What is the story of this content & activation?

• Recommendation
  (i) Origins: In the wake of the May 2020 BLM protests, Spotify unveiled the “Sunday Dinner” documentaries. These were a narrative extension of their Frequency initiative, illustrating their solidarity and commitment.
  (ii) Synergy with Playlists: Spotify introduced the "Ripple Effects" playlists and complemented them with the “Sunday Dinner” documentaries. These playlists & documentaries showcased artists from distinctive U.S. regions like “DMV”, “Bay to LA”, and “Texas”, further promoting regional sounds.
  (iii) Extended Support: Beyond just telling stories, Spotify made tangible contributions. They launched a scholarship program and established a studio space dedicated to Black artists, fostering collaboration and creativity.
  (iv) Philanthropy Meets Promotion: The documentary served a dual purpose. It spotlighted Spotify's charitable endeavors while simultaneously elevating local artists, crafting a beneficial scenario for all involved.

What measurable results did it generate for the brand?

• Recommendation
  The campaign generated: 
  top-performing10.7M video views and 5M impressions
  (ii) Brand Perception: With these documentaries, Spotify has successfully positioned itself as a brand genuinely invested in its community. This dedication hasn't gone unnoticed. Fans have actively praised and commended Spotify for the initiation of such an impactful series.
  (iii) Audience Engagement: The thirst for content is evident. Audiences are clamoring for more, expressing a keen interest in viewing unreleased content and longer episodes. Such enthusiasm not only indicates the documentaries' resonance but also paves the way for Spotify to delve deeper into the world of mid-form content.

What made the content and activation a success?

• Recommendation
  Why Spotify's "Bay to LA" and "Texas" Outperformed "DMV" in terms of organic views by 586%:
  (i) Authenticity: Collaborated with local directors and artists for genuine content.
  (ii) Artist Leverage: Maximally used popular artist images and voices in promotions.
  (iii) Diverse Ads: Expanded promotions to new platforms like TikTok and Facebook (they don’t usually post on here) and kept ads concise (30 seconds) and engaging (epic transitions).
  (iv) Narrative Clarity: Adopted the clear tagline, "Sunday Dinner: A conversation on the ripple effect of black regional music".
  (v) Strategic Partnerships: Collaborated with influential Instagram profiles, like Rap Caviar.
  (vi) Engaging Start: The documentaries’ initial minute served as a compelling mini-trailer.
  Tip: Given Spotify's success with the full-length “Bay to LA” video on Instagram, consider posting full-length documentaries in segments on platforms like Instagram and TikTok. Leveraging the recent TikTok trend, where audiences engage with extended content broken down into 3-minute segments, can maximize viewership.

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1 year after the major BLM protests for George Floyd, Spotify launched the Frequency initiative.

Timeline is a visual representation and is not to scale.

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Spotify's "Sunday Dinner" mid-form series launched after a Frequency initiative that featured playlists with Black artists.

Timeline is a visual representation and is not to scale.

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After launching the documentaries, Spotify followed up by announcing their Scholarship Fund and Free Studio.

Timeline is a visual representation and is not to scale.

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Spotify’s Frequency initiative released 3 “Sunday Dinner” documentaries, featuring artists on Ripple Effects playlists from DMV, Bay to LA, & Texas.

The Texas documentary performed the best, with 630K total organic views across social media.

*Ad data was not available for Our Frequency, however, because these 2 posts received around 150% more views than their average post, it is presumed to be an ad.

Organic views include video views from YouTube, Instagram, and Twitter

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Spotify’s DMV video received the least promotion, with only 2 unique social posts, one sponsored article, and one ad.

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Spotify initially promoted the documentary solely on launch day but reshared the "DMV" content after one year.

On August 3, 2021, Spotify announced the release of “DMV”.

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DMV Documentary

Spotify experimented with two creatives for A/B testing.

The 30-second video (version A) received $10K ad spend, which garnered 1.1M impressions.

• ‍2 unique pieces of content were created for promotion:
  Version A is an ad where artists introduce themselves & the video concept (30 sec.). 
  Version B contains snippets of each artist talking (56 sec.). 

• Introduce artists and the documentary's theme by pairing hero shots with audio snippets of the artists presenting themselves and the video's subject.
• Re-share content at a later time to boost engagement on underperforming videos. For instance, Spotify re-shared Version B of their social posts over a year later.
• The DMV documentary garnered the fewest views on YouTube, matching its minimal promotion on social media.

Views 36K | Impressions 1.1M* 

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Views 46K | Engagements 1.8K 

*Version A: Being both an organic post and an ad, priority was placed on displaying impressions over engagements.

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DMV Documentary

The documentary had the best organic performance on Twitter.

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DMV Documentary

Give viewers something to take away. The DMV documentary ends with a playlist featuring artists from the video.

• ‍Extensive B-roll Footage: Enhanced storytelling and provided context.
• ‍Atmospheric Setting: The dimly lit environment created a mood and ambiance that resonated with viewers.
• ‍Stylistic Choices: The use of B&W clips added a nostalgic and artistic touch.
• ‍Inclusion of Captions: Made the content accessible and ensured clarity of message.
• ‍Spotlight on New Talent: Established artists such as Ari Lennox & Rico Nasty named their favourite up-and-coming artists from DMV. 
• ‍Authentic Perspectives: Discussing the DMV's music culture from firsthand experiences added authenticity and depth.
• ‍Hero Shots: Emphasized and celebrated each individual, making it personal and memorable.

Curate authentic dialogues by creating question prompt cards that help facilitate deeper conversations.

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DMV Documentary

The DMV Documentary generated 1M impressions and 186K total video views.

*Average Follower Growth was calculated using follower count data for all artists, brands, and restaurants on Spotify, Instagram, Twitter, and YouTube between May. to Nov. ‘21.

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On June 19, 2022, Frequency partnered with Oakland producer Drew Banga on his monthly event series, Sunday Service, to promote the new documentary.  

*Ad data was not available for Our Frequency, however, because the view to engagement ratio is 0.01%, it is presumed to be an ad.

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Spotify initially only posted about the documentary 3x during launch week but re-shared the "Bay to LA" content after a year.

On June 23, 2022, Spotify announced the release of “Bay to LA”.

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Bay to LA Documentary

Focus on emotional storytelling.

Artists share their musical evolution from childhood to the present.

• ‍Visceral Imagery: Abundant food preparation & slow-motion shots tantalize viewers.
• ‍Setting Introduction: Showcases artists entering a serene garden, heightening anticipation.
• ‍Optimal Timing: Leveraged the soft, ethereal glow of the golden hour for filming.
• ‍Dynamic Framing: Use of split frames (2-3 frames in one) maintains visual interest.
• ‍Light-hearted Opening: Initial voice clips are humorous and relatable, discussing food and regional accents.
• ‍Tactical Music Choice: Features Victoria Monet's song 'Waste My Time' in the intro and overlays artist voiceovers with their own music for depth.
• ‍Nostalgia Element: Incorporates artists' childhood photos for a deeper connection.
• ‍Artistic Imagery: Unique scenes, like artists lying in a circle on the ground, not only captivate but also serve as the cover photo.

Have artists introduce themselves in a similar way by sharing their name, their journey to Cali, and their artistic niche.

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Bay to LA Documentary

Spotify created 3 different content pieces to promote “Bay to LA”.

The 32-second video (version A) received 8.9M views in total.

• ‍3 unique pieces of content were created for promotion:
  ‍Version A* is an ad with edited documentary highlights (32 sec.) 
  ‍Version B is a short snippet from the documentary (15 sec.) 
  ‍Version C is the full documentary, formatted for Instagram (8 min.)

• Adapt the full-length documentary to Instagram's format; Spotify's similar approach garnered an impressive 38K views.
• ‍Highlight brief & interesting segments from the full-length video for social media promotion. Spotify spotlighted the instance with Victoria Monet's poignant narration paired with hero shots of each artist.
• ‍Utilize Twitter replies to seamlessly connect information. Our Frequency employed a chain of replies to connect the ad, documentary link, and their Ripple Effect Playlist.

Version A - Ad Edit*

Views 38K | Engagements 5.3K 

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Version B - Short Snippet

Views 8.9M | Engagements 1.2K 

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Version C - Full Documentary

Views 255 | Engagements 18 

*Ad data was not available for Our Frequency, however, because the view to engagement ratio is 0.01%, it is presumed to be an ad.

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Bay to LA Documentary

The documentary had the best organic performance on YouTube.

With Instagram having the best paid performance.

*Ad data was not available for Our Frequency, however, because the view to engagement ratio is 0.01%, it is presumed to be an ad.

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Bay to LA Documentary

The Bay to LA Documentary generated 9.4M total video views.

*Average Follower Growth was calculated using follower count data for all artists, brands, and restaurants on Spotify, Instagram, Twitter, and YouTube between May. to Nov. ‘21.

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While the Texas documentary was given the most promotional assets, Spotify chose to exclusively promote it on Frequency's social media.

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Of all the documentaries, Our Frequency most heavily promoted "Texas," with 8 organic posts and 3 ads. 

On November 10, 2022, Spotify announced the release of “Texas”.

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Texas Documentary

Make mid-form content feel organic and home-made. 

This video features tons of BTS scenes and handheld shaky camera shots.

• ‍Behind-the-Scenes Insight: Feature unique angles with cameramen around the table and moments of artists interacting outside the dinner setup.
• ‍Consistent Set: Artist’s hero shots were shot on the same set design and asked to pose dynamically.
• ‍Gratitude: Artists share personal music perspectives and express gratitude towards Spotify's platform.
• ‍Organic Filming: Handheld camera shots, including shaky zoom-ins, promote a raw, authentic feel.
• ‍Inclusion & Inspiration: Discussion on representing minorities and impacting the next generation adds depth.
• ‍Local Legend Involvement: Bun B, a regional music icon, serves as host, elevating the video's credibility.

Use behind-the-scenes footage to craft extended documentary versions for viewers seeking additional content.

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Texas Documentary

Spotify created 4 different content pieces to promote “Texas”.

• ‍4 unique pieces of content were created for promotion:
  ‍Version A is a highlight reel of all the artists featured (31 sec.) 
  ‍Version B is an outtake that features a Q&A with an artist (1.2 min.) 
  ‍Version C is an edit of BTS clips and outtakes (1 min.)
  ‍Version D is an extended audio cut (55 sec.)

• Pique audience interest by putting the spotlight on all of the featured artists by editing a highlight reel with the hero shots and best audio clips of each artist.
• Utilize highlight reels as a trailer for your documentary. Our Frequency used this asset as an ad, spending $37K and garnering 4.1M impressions ($9 CPM).‍
• Expand your promotional reach by leveraging platforms beyond your organic posting habits. Spotify advertised their documentary on Instagram and Twitter while venturing onto Facebook and TikTok where they hadn't shared prior documentary content.
• Pose specific, niche questions to the artist that are likely to elicit passionate and insightful responses.

Version A - Highlight Reel

*Views 4.2M | Engagements 4K 

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Version B - Q&A Outtake

Views 61K | Engagements 2.2K 

*Ad impressions + organic video views were combined for Version A’s calculations

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Texas Documentary

Spotify used unreleased clips to promote the documentary.

• Utilize the Instagram collaborator function to promote material to a bigger audience. For example, Our Frequency collaborates with Spotify and RapCaviar.
• Leverage raw behind-the-scenes clips shot on iPhone and refine them through editing to produce fresh content.
• Spend time interviewing the artists during the video shoot to get additional content to use as promotional material. 
• Repurpose unused voice clips from the documentary to craft an extended audio version, suitable for a podcast format, providing audiences an enriched listening experience.
• Tag the featured artists both in the video and caption, aiding them in expanding their audience reach.

Version C - BTS Clips

Views 3.9K | Engagements 183 

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Version C - Extended Audio Cut

Views 3.7K | Engagements 27 

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Texas Documentary

The documentary had the best organic performance on YouTube.

With TikTok and Facebook having the best paid performance.

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Texas Documentary

The Texas Documentary generated 4M impressions and 1.2M total video views.

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Texas Documentary

The Texas Documentary generated 4M impressions and 1.2M total video views.

*Average Follower Growth was calculated using follower count data for all artists, brands, and restaurants on Spotify, Instagram, Twitter, and YouTube between May. to Nov. ‘21.

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Craft experiences that generate genuine conversations. 

• ‍Roundtable Topics: Artists gathered to discuss a meaningful and personal topic, such as how their local area has influenced their career.
• ‍Warm & Inviting Setting: Documentaries captured artists in relaxed dinner settings, where artists were invited to dine lavishly and talk freely. Bonus points for shooting in golden hour, like the “Bay to LA” video. 
• ‍Unscripted Conversations: The absence of a script allowed artists to showcase their genuine emotions, personality, share laughter, and have spontaneous moments of appreciation for one another. 
• ‍Respected Host: The "Texas" documentary was hosted by the renowned Bun B, who navigated the discussion with thought-provoking queries like "What does Texas music mean to you".

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Create an emotional connection with the audience through authenticity.

• ‍Walk the Walk: Beyond the documentary, Spotify demonstrated their genuine commitment to Black artists with initiatives like scholarships, career opportunities, and studio spaces.
• ‍First Hand Perspectives: Insights into the local music culture came directly from artists deeply rooted in those communities, enhancing the narrative's credibility.
• ‍Familial Moments: Frequent captures of laughter, banter, and genuine rituals, like saying grace, reinforced a sense of community and warmth.
• ‍Local Connection: Abundant B-roll footage, featuring community activities and iconic local scenes, deepened resonance with local viewers.

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Enhance philanthropic contributions by crafting a story. 

• ‍Engaging Promotion: Leveraging documentaries for initiative awareness is more captivating than traditional ads, ensuring audience interest.
• ‍Genuine Appreciation: Artists vocalizing gratitude for Spotify adds sincerity and direct testimony about the platform's impact.
• ‍Effective CTAs: Closing with 'Ripple Effects' playlist promotions and acknowledging all contributors reinforces collaboration and community involvement.
• ‍Community Investment: By employing local directors, artists, and eateries, Spotify underscored their dedication to uplifting and supporting the local community.

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Provide content that is educational and entertaining. 

• ‍Enhanced Intimacy: Offering fans close-up shots of artists in a dinner setting allows glimpses of artists' unseen sides, diverging from their social media personas.
• ‍Dose of Nostalgia: By showcasing artists' childhood photos in the “Bay to LA” video, the documentary tugs at heartstrings, presenting a personal and nostalgic touch.
• ‍Musical Exploration: Fans are introduced to emerging local talents and receive personal music recommendations from established artists, broadening their musical horizons.
• ‍Advocacy for Inclusion: In the “Texas” video, there is lots of emphasis on representation and influence on the future generation, which enriches the narrative with depth and meaning.

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Introduce the artists using creative hero shots. 

• ‍Highlight Personal Style: Artists like Teezo Touchdown showcased their unique flair, donning bold outfits with metal spikes and a cowboy hat.
• ‍Tuned to the Artist: Each artist's hero shot was paired with their own background music, adding a personalized touch.
• ‍Unified Backdrop: Hero shots maintained a theme, whether it was a creatively designed set in “Texas” or a garden setting in “Bay to LA”.
• ‍Standardized Introductions: To ensure uniformity across videos, artists introduced themselves by stating their name, their migration to the area, and their music genre.

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Fans are loving the documentary and not afraid to express it.

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Fans are inspired and want more content. 

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Fans get to see brand new sides of artists and their personalities.

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The Sunday Dinner documentaries help boost awareness for Spotify’s Frequency initiative.

The following information was gathered based on the positive audience responses: 

• ‍Cause-based & Educational Storytelling. The conversations around the culture of the local community & up-and-coming local artists enhanced the audience’s connection to the video. 
• ‍Longer videos. The audience wants longer videos and desires to see the unreleased clips.
• ‍Intimate Artist Insights. Fans appreciate being in close, dinner-settings with artists and get value from seeing unique facets of artists that are outside of social media contexts.