In this episode of Branded, Ben Kaplan sits down with Bridget Evans, the Global Head of Business Marketing at Spotify, to unpack the platform’s growing role as a multimedia advertising powerhouse. Bridget breaks down Spotify’s evolution from a primarily audio-based brand into a dynamic player in video advertising and podcast monetization.
They explore:
- Spotify’s strategic pivot to include more video-first experiences, including video podcasts, music videos, and lyric videos.
- The award-winning “Spreadbeats” B2B campaign that turned Excel spreadsheets into media channels to reach media buyers in unexpected ways.
- How Spotify is supporting mid-tier and micro-podcasters through the Spotify Partner Program and new monetization tools.
- The balance between owned/licensed content and supporting a broader creator economy.
- Why podcasting fosters deep engagement and trust, making it a unique advertising channel with powerful reach.
- The future of AI in audio, from content discovery to personalized playlists and DJ experiences.
- Bridget’s thoughts on data-driven marketing, brand storytelling, and why creative opportunities on Spotify are more expansive than ever.
Plus, Bridget shares the best career advice she ever got from Gary Vaynerchuk: “Don’t focus on being the first—focus on being the best or the most creative.”
