Spotify Launch and Bonnaroo Partnerships
Spotify, the leading music streaming service, has partnered with Bonnaroo Music & Arts Festival for the sixth consecutive year to bring sustainability to the forefront of arts and entertainment. The partnership, which also involves NRDC (Natural Resources Defense Council) and Propeller, a digital marketing platform for social impact, offers the opportunity to educate audiences on the urgency of environmental issues and provide accessible solutions. Spotify recently launched its account on NRDC’s channel and is releasing a collection of playlists specially curated by Bonnaroo performers to promote sustainability and climate action on the #RoadToRoo and beyond. Curating artists include Portugal. The Man, SOFI TUKKER, Louis The Child, Peach Pit, Hippo Campus, My Morning Jacket, The Revivalists, and others. Kim Morasse, Entertainment Partnerships Manager at NRDC, said:
“It is critical we continue to build an understanding of environmental issues and empower people to demand a just and equitable future for all. Music can help drive these changes and shape a more sustainable world, so we are immensely grateful for Bonnaroo’s continued commitment to educating and inspiring its fanbase.”
Bonnaroo, one of the largest music festivals in the United States, champions a wide community of voices working to change the world through arts, education, sustainability, and social impact. The festival has implemented various initiatives to reduce its environmental footprint and encourage its attendees to do the same. This year’s Bonnaroo partnership will specifically centre on the climate crisis, underscoring ways to help fans and artists alike reduce their carbon footprint through and beyond summer travel, particularly with a call to carpool with friends on the #RoadToRoo.
Festival goers can take climate action and enter to win prizes such as signed vinyl, interactive experiences with band members, and watch festival sets from the pit. Additionally, NRDC is working with featured artists leading up to Bonnaroo to create short video PSAs on various issues, from stopping the Willow oil drilling Project to protecting Florida’s wetlands and pointing fans to opportunities to get involved.
The partnership between Spotify and Bonnaroo reflects the growing music market in the United States and abroad, particularly due to the expansion of streaming services. According to the International Federation of the Phonographic Industry (IFPI), global recorded music revenues grew 7.4% in 2020 despite the pandemic. Spotify has invested heavily in its international expansion, especially in emerging markets. The company launched its service in 85 new markets earlier this year. Daniel Ek, Spotify’s founder and CEO, said:
“We always want to be where our listeners are, wherever they are. We’re excited to partner with Bonnaroo to bring more music and artists to more fans across the United States.”
The partnership between Spotify and Bonnaroo is expected to connect the digital and physical worlds through online and out-of-home advertising activations, such as billboards, posters, and social media campaigns. The platform will leverage Spotify’s data and insights to create personalized and curated content for Bonnaroo attendees. Alex Norström, Spotify’s chief freemium business officer, said:
