MILLENNIAL GUIDE

Millennials on Spotify: The party moment

While partying, or even pre-partying, millennials get the group amped up with music to drink and hang out to. If you want to get in on the fun, keep the energy moving and match the beat.

Who's listening in this moment?

According to Spotify’s streaming intelligence, millennials who stream party music are likely social butterflies. We’ve also found couples who are engaged are often tuning into music in party moments.

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Chloe, from the UK, likes to turn the living room into a dance floor.

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Kayla, from Australia, uses themed Spotify playlists to DJ parties.

Top party genres

Girls night, pre-game, house-party! There’s lots of ways to throw a shindig and all of them involve crowd-pleasing music, whether it is a little crunk, big room or a touch of twang via contemporary country.

Download our full guide to millennials on Spotify.

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How to reach millennials in the party moment

Not all millennials party alike, but the connecting factor is always music. Think about enhancing the party moment by learning your audience’s favourite genres and subgenres and matching the beat. Through daypart targeting, you can determine if the vibe is pre-game, barbecue or late-night dance party and match your message appropriately.

Audio is a great format here, but think about a multimedia campaign across different types of connected devices for those partying at home. Think audio for connected speakers and mobile display ads for that obsessive DJ always checking on their next song to further drive your message. Sponsored Playlist has a way of enhancing the party and reinforcing a positive brand association.

Since partying often happens on the weekend, this is also a good time to promote concert events and highlight other weekend activities, to match the mindset of your audience.

Consider targeting partying millennials at other moments in the journey as well. For example, Bacardi worked with us to tell partiers which type of night creature they were based on an analysis of their music interest and behaviours. The final product was their perfect party playlist.

Looking for more millennial moments? Check out our full guide to millennials on Spotify.

Wild Turkey

Wild Turkey wanted to drive awareness and consideration among millennial men. Learn how they used Spotify’s Sponsored Session to reach this audience in the most relevant possible moments.

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