Zoey’s Extraordinary Playlist and Spotify have the perfect marketing matchup

Fast Company

The partnership between the Jane Levy-led musical dramedy and Spotify enables NBC to reach younger viewers. As Jeff Beer reports, "with NBC, Spotify not only created content utilizing its vaunted discovery engine but also incorporated video streaming for the first time with an entertainment marketing partner, allowing users to watch the show on Spotify itself. Spotify users can access tracks from the first three episodes in advance of them airing. The playlist will update automatically as subsequent episodes air. Now through February 16, you can also go to a Spotify-created microsite and enter your birthday and favorite genre of music to get a custom soundtrack of your life. The show will also temporarily take over one of Spotify’s top stations during the week leading up to its premiere, similar to how Jordan Peele took over the Film & TV Favorites playlist last year to help promote Us." NBC Universal's Kjerstin Beatty adds: “That just speaks to an overall marketing trend, which is to know people aren’t going to watch a show when we tell them to watch it,” says Beatty. “For us, shows like Zoey, with a younger audience appeal, it’s important that we have a mechanism to keep them engaged—and find them in the first place. There’s just so much competition, we need to make sure whatever we do is always on, to some degree, as much as we can.”