Spotify: Take a Beat Campaign
Spotify: Take A Beat Campaign
February 14, 2025
Background
The Spotify campaign titled "Take a Beat" was started in 2018, when they started their Heart & Soul initiative, and has since continued to the present year. This campaign is in observation of World Mental Health Day and offers people a chance all across the country for people to reflect, discuss, and destigmatize conversations about mental health and for the well-being of everyone. The focus of the original Heart & Soul campaign is to create an open and caring environment around mental health issues and raising awareness, enable support, and normalize conversation to reduce mental health stigma all around and at places such as work and school.
On Spotify, listeners can find the Take a Beat global content hub which has a collection of podcasts and playlists to promote mental health and wellness. This gives the opportunity for people to find audio that is relaxing, helps with rest, and releases good vibes as it "provides a refuge from the intensity of our noisy world". Spotify's Take a Beat campaign gives people a chance to tune into themselves and create better mental health. In recent development Spotify partnered with UNICEF and created an Our Minds Matter content hub to support those in Ukraine and Poland and has music that supports sleep, study, and relaxation.
Relevance to Public Relations
Spotify is using the PR theory of two-way symmetrical model in their campaign Take a Beat. A two-way-symmetrical model is a very ideal and ethical model which focuses on building mutually beneficial relationships between an organization and its stakeholders. This PR model is helpful to the organization because it helps define which purpose, audience, message, outcomes, and indicators of success. This also got Spotify one step closer to their PR efforts and organizational goals.
Spotify is able to use to campaign in order to better its stakeholders, or listeners, as well as create more listeners and more frequency of listeners not their app. Spotify is bettering its listeners by giving them a space to come and quiet their minds while also being supported by others and creating and open and destigmatizing environment around mental health. While also bettering their organization in their PR efforts and having the opportunity to grow their ventures by partnering with other organizations.
Significance
This campaign is important most of all because of the support that it creates in the mental health sphere. However, it is also important because it shows the attitude of the organization and shows what they care about in relations to the issues concerning the world. This campaign betters those who are beneficiaries of Spotify and creates a space for them to go and feel peace. Other PR practitioners could learn a lot from Spotify, such as using a two-way symmetrical model for PR campaigns because of the ethical and ideal modality of it and the way that it benefits both the organization and th stakeholders which goes over well with the public, as we have seen with Spotify.
Sources
https://doctorspin.net/four-models-of-public-relations/
https://newsroom.spotify.com/2023-10-10/world-mental-health-day-take-a-beat/
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