Through the partnership, WPP now has access to the listening preferences, location and behaviours of Spotify’s users, who number 100 million across 60 countries. 

“WPP and Spotify are humanising ‘quant’ data by harmonising it with music preferences as a new window into the mood and emotion of global audiences during daily moments,” said Nick Nyhan, CEO, WPP’s Data Alliance.

“It’s not about ‘just’ having data anymore, it’s about finding new ways to create connections through emotion.”