Copyright Adweek
After decades in marketing, I have observed many B2B campaigns chase creativity, but few truly hit the mark. Spotify’s “Tunetorials,” created by FCB New York, does. The campaign turns marketing lessons into music—and makes learning sound surprisingly good. Strategy with rhythm On my first review, “Tunetorials” feels unmistakably Spotify. It blends culture, education, and creativity with ease. Each of its six original tracks—featuring emerging artists including Carter Ace, Parbleu, and BIG SIS—playfully teaches core media and ad-buying concepts through rhythm and rhyme. By transforming lessons into songs, Spotify uses its greatest strength—sound—to educate through entertainment. It’s smart, self-aware, and right on brand. What I thought was especially clever is how Spotify uses its own platform to reach potential advertisers. The music videos look and sound like authentic artist projects, not ads. The lyrics reward attentive listeners with insights about targeting, creative strategy, and measurement. It’s a campaign that trusts its audience to engage and decipher meaning, and that respect goes a long way. Music as a teaching tool Each track becomes a brief, memorable lesson. Funk and disco grooves underscore audience targeting. Smooth R&B explores campaign planning. Pop hooks reinforce ideas about frequency and reach. These songs act as mnemonic tools—fun, sticky, and genuinely instructive. They make complex marketing concepts easier to recall and harder to ignore. Not everything lands perfectly. Some lyrical references are more metaphorical than literal, and a few visuals could highlight the teaching points more clearly. But the campaign’s ambition and craft outweigh those flaws. It feels human to me, not mechanical—and that is refreshing in B2B marketing. Audience, impact, and evolution Spotify knows exactly who it’s speaking to. “Tunetorials” was designed for marketers who value originality and curiosity. It doesn’t lecture. It invites. It’s confident, playful, and aimed at professionals who see learning as exploration, not obligation. The campaign builds naturally on “Spreadbeats,” Spotify’s earlier, award-winning project that turned ad data into drumbeats. “Tunetorials takes that concept further, showing how music can teach as well as entertain. To me, it is the next evolution for a brand that continues to blur the line between culture and commerce. Bridget Evans, Spotify’s global head of business marketing, called it “education made entertaining.” That line captures the spirit of the campaign—clear, inclusive, and free of jargon. It positions Spotify as a creative ally, not just another ad platform. In closing, “Tunetorials” isn’t perfect, but it’s bold, inventive, and undeniably fresh. It redefines how B2B storytelling can sound—authentic, engaging, and alive.
