Spotify just handed the audience briefing to Lizzo & Jay Shetty

Spotify Advertising and BBDO New York are launching You're Among Fans, a new global campaign that hands the audience briefing to the artists and creators fans already come to Spotify for, starting with Lizzo and Jay Shetty.

The campaign is built around a simple idea. Spotify is home to one of the most valuable audiences a brand can reach: fans. Fans pay more attention, they’re obsessed and devoted. And that makes them a valuable audience to advertisers. When brands advertise on Spotify, they're not building attention from scratch. They're showing up where attention already exists, with audiences who bring the same passion, loyalty, and intent they bring to the artists and creators they love.

Lizzo, global superstar and 4x GRAMMY winner, takes viewers inside a meeting room built entirely around her world, pulling back the curtain on fans who show up 12 hours early, hot-glue their outfits the night before, and scream every lyric like they co-wrote it.

Jay Shetty, host of On Purpose, one of the world's most popular podcasts, brings the audience briefing in his global audience built around trust, intention and genuine connection. His involvement is particularly timely: on the same day as the campaign launch, Spotify and Netflix announced a new partnership to expand On Purpose into video across both platforms.

The campaign launches with 30-second hero films from both talent, shorter cutdowns, and static ads running across Spotify, LinkedIn, YouTube, and social. Local creators will extend the campaign into additional markets later in the year.

“Most audience briefings do their job and stay in the background. We thought our audience deserved a little more attention. The same kind of attention brands get when they talk to fans on Spotify. So we put our audience briefings in the hands of people who understand fans better than anyone. Lizzo and Jay Shetty have built loyal audiences by being worth listening to. This campaign brings that connection into the briefing itself and gives media decision makers intel they can actually use.” said Rich Frankel, Global Creative Director, Spotify.

"What makes Spotify so powerful is that fans don’t just connect with one part of who you are. They connect with your music, your personality, your story, your visuals, your message, all in one place. That creates a much deeper relationship than just reaching an audience. I love that Spotify gives artists the space to build a full creative world for fans to be part of, and that kind of connection is really powerful.” adds Lizzo.

“Fandom is built on trust, and Spotify understands that. When I started On Purpose seven years ago, I never imagined it would grow into what it is today. What made this collaboration feel so meaningful was how aligned it felt from the beginning — centered around real conversations and genuine connection. Spotify listeners are incredibly engaged and intentional about the content they choose to spend time with. That shared belief in meaningful storytelling is what made this partnership feel so natural.” added Jay Shetty.