Cover to Cover
Have you ever listened to a story on Spotify? Of course you have! You've listened to Taylor Swift tell you about her breakups, J Cole express his struggles growing up, and Adele opening up about her divorce. Every song on Spotify is its own mini-story. To us, every audiobook is just a crazy long song waiting for a tune--until now. Let's launch Audiobooks on Spotify with a new music album. Each track is inspired by an artists' favorite book. Can you guess which one? Listen to today's hottest music artists sing what they've written. It's not just lyrics anymore.
Art Direction: Camilla Atalla
Copywriting: Natalie Lileks, Zach Goldman
Background
Audiobooks is a quickly growing market with about 46% (131M) people in the US over the age of 12 reporting they listened to an audiobook in 2021. Even with less people commuting in 2020 due to the pandemic, Audiobooks sales saw an increase of 17% compared to 2019. While every demographic is participating in listening to Audiobooks more than ever, our key Gen Z target audience is leading the charge in the growth. Spotify is on the way to becoming “The World’s Audio Network”, the destination for all types of audio, and is preparing to launch its new Audiobooks offering in a big way.
Launching Audiobooks supports Spotify’s mission by expanding its audio-first offerings, similar to other expansion into other audio content outside of music, like news and podcasts. With Audiobooks, Spotify is bringing users closer to all the audio content they love made available on a single platform.
In-Person Installation
Spotify is introducing audiobooks by placing books that have beautiful special edition covers on them in random locations for people to find. Inside, there are completely blank pages with only a QR code on the inside cover page. Users can scan this QR code to be taken to the Cover to Cover album to begin listening and guessing.