Use case: Spotify — Beat of a Billion

When Spotify was planning to launch their streaming service in India, a market of over a billion potential customers, they knew they needed something extraordinary to make an impact. The challenge was significant: creating a hit music video in a market where only 0.025% of new music videos achieve hit status. To tackle this challenge, they took an innovative approach by partnering with a neuroscience research company.

The strategy involved using advanced brain monitoring technology to measure emotional responses to music. Test participants listened to a carefully curated playlist featuring India's top hits across various languages and genres. The researchers tracked two key metrics: emotional arousal (intensity) and motivation (valence). This data helped identify specific musical elements, rhythms, and themes that consistently generated the strongest positive responses.

These scientific insights were then shared with music creators, who used the data to compose "the beat of a billion" — a tune crafted to resonate with the Indian audience. The resulting ad campaign proved highly successful, significantly boosting Spotify's market penetration in India. This project demonstrated how combining neuroscience with creative processes can enhance product launches and marketing strategies, offering deeper insights into customer preferences than traditional market research methods.