Spotify Enlists Lizzo and Jay Shetty to Show Advertisers What Fandom Looks Like

Spotify Advertising and BBDO New York are launching “You’re Among Fans,” a new campaign starring Jay Shetty and Lizzo (among local creators) that turns a familiar media planning ritual — the audience briefing — into an experience advertisers will never forget.
The campaign is built around a simple idea: Spotify is home to one of the most valuable audiences a brand can reach, fans. Fans pay more attention, they’re obsessed and devoted. And that makes them a valuable audience to advertisers. When brands advertise on Spotify, they’re not building attention from scratch. They’re showing up where attention already exists, bringing the same passion, loyalty, and intent they bring to the artists, creators, and content they love.
And who knows fans better than the artists and creators whose fans already come to Spotify for? Instead of a regular audience briefing, the campaign hands the briefing to them. Each creator brings advertisers inside a special Spotify office completely styled around their visual aesthetic, energy and attitude, where they walk through a presentation introducing viewers to the fans on their side of the platform. Those presentations also become real, downloadable briefing decks for advertisers, designed in each creator’s world and packed with insights into fan behavior, fan psychology and the value of putting a brand in front of them.
Jay Shetty brings the briefing into his world. The creator and host of On Purpose, one of the world’s most popular podcasts, gives advertisers his own fan briefing drawn from a global audience built around trust, intention and genuine connection. His presence in the campaign is particularly fitting: on the same day as the campaign launch, Spotify and Netflix announced a new partnership to expand On Purpose into video across both platforms.
In one spot, the briefing comes to life in unmistakable Lizzo fashion. The global superstar and 4x Grammy winner pulls back the curtain on fans who show up 12 hours early, hot-glue their outfits the night before, treat album drops like national holidays and scream every lyric like they co-wrote it. It’s a media briefing filtered through the lens of an artist who knows those fans best.
In addition to the 30-second Jay Shetty and Lizzo launch films, the campaign includes shorter films and static ads running across Spotify, LinkedIn, YouTube, and social media.
Local creators will extend the campaign into additional markets later in the year.
Artist-inspired briefing decks bring the campaign’s argument into a format media planners already use.
Quote from Ricardo Franco, EVP Executive Creative Director, BBDO New York: “Who understands Spotify fans better than the artists themselves? That idea sparked the entire campaign. We loved the thought of artists taking over the audience briefing deck and presenting fans through their own visual language, tone and personality. The goal was to make the content feel as personal, obsessive and expressive as fandom itself.”
Quote from Rich Frankel, global creative director at Spotify: “Most audience briefings do their job and stay in the background. We thought our audience deserved a little more attention. The same kind of attention brands get when they talk to fans on Spotify. So we put our audience briefings in the hands of people who understand fans better than anyone. Lizzo and Jay Shetty have built loyal audiences by being worth listening to. This campaign brings that connection into the briefing itself and gives media decision makers intel they can actually use.”