Spotify India: The Unheard Playlist

Launched on International Women's Day, Spotify India wanted to send out a message, a message to make people realise how women artists are integral to every music composition that comes out. The task was simple - leverage the Spotify platform to deliver the message, unlike brands taking on social media as a default starting point, for Spotify, the starting point was their own product. Wondrlab crafted the idea of leveraging the product by putting Spotify's strength of playlists at the centre of it, and conceptualised the existence of 'The Unheard Playlist'.
Agency: Wondrlab, India

The idea was to create an enhanced playlist on the platform with popular duet songs from across the country, with no female artist voice! Enter Sony Music India, one of India’s leading music labels. Spotify, in partnership with Sony Music India, brought alive a unique playlist on platform, that at first seemed like a regular playlist, but as you give it a listen, you ‘hear’ the message loud and clear! When listeners tuned in, they were shocked at what they heard. An enhanced playlist where the female vocals were muted from popular duet songs across Hindi and other regional languages. And as they were left wondering at what they just heard. The message was revealed by top Indian women music artists like Asees Kaur, Shweta Mohan, Sanah Moidutty in the form of a video where the artists themselves spoke to the listeners, explaining that not only does a song sound strange without the woman’s voice, but the music industry itself is incomplete without women voices. They urged viewers to help them get women’s voices heard. A smart way to make the listener realise how critical it is to have the female voice in all our favourite songs. Actions clearly spoke louder than words. While the intent was to give the message out via the product at its core, it caught the attention of various artists, and influencers who then took to social media to share their love for The Unheard Playlist, and soon conversations from across the spectrum started pouring in. The message was loud and clear – sometimes you need to unhear to actually hear someone.