Spotify turns ad education into earworms with 'Tunetorials'

Spotify Advertising is transforming marketing education into music with its latest campaign, "Tunetorials", a playful series that turns ad strategy lessons into catchy tracks.

Designed to help marketers of all sizes understand how to reach the right audience, at the right time, with the right message, the campaign blends entertainment with insight in true Spotify fashion.

Each original song and music video in the "Tunetorials" series explores a key part of Spotify’s advertising ecosystem, from building multi-format campaigns to tracking ROI.

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The campaign also continues Spotify’s push to make its ad tools more accessible and engaging for brands, following the Spotify Advance event in April where the platform unveiled new ad solutions to simplify campaign buying, creation, and measurement. "Tunetorials" builds on that momentum, expanding on the creativity and effectiveness of earlier global efforts such as "Spreadbeats" and "Song for every CMO".

For "Tunetorials", Spotify teamed up with six emerging artists across genres to bring each lesson to life. Carter Ace lends his laid-back, genre-blending style to “How to run a multi-format campaign”, showing how combining audio, video, and display ads can lift sales by up to 90% compared to audio alone.

Alex Lilly’s sharp indie-pop sound powers “How to measure campaign performance”, demonstrating how brand lift, web traffic, and conversions reveal whether ads are hitting the mark. BIG SIS brings high energy to “How to drive ROI with your campaign setup”, highlighting how smarter media buys can boost performance, while The Shivers make ad creation sound effortless with “How to create ads for Spotify”, tapping into free tools such as Spotify’s GenAI Ads.

Meanwhile, Parbleu’s smooth, funky groove anchors “How to reach your target audience”, a nod to the power of Spotify’s first-party data and its global community of more than 696 million users. Rounding out the album, House of EL’s soulful track “How to track your ad’s success” dives into the Spotify Pixel, showcasing how marketers can retarget, optimise, and measure campaign response.

To give the campaign a tactile touch, Spotify has also produced a limited-edition "Tunetorials" vinyl for select media buyers. Each record includes all six tracks and a bonus insert featuring additional ad insights and proof points.

Complementing the music are three new videos, extending the "Tunetorials" experience from playlists to full visual storytelling.

“We created Tunetorials based on a simple idea: What if learning about Spotify Advertising could be as fun as using Spotify? 'Tunetorials' are our way of blending education with entertainment so it doesn’t feel like a chore," said Bridget Evans, global head of business marketing, Spotify.

She added, “We know our audience loves creativity and music, so we met them there, transforming how-to lessons into original songs and music videos. It’s a surprise-and-delight campaign that showcases the full power of our platform, while also inspiring brands and agencies to see Spotify’s suite of ad solutions in a whole new way.”

“Linking up with Spotify Advertising on 'Tunetorials' was a much-needed creative challenge,” said Ace. “Growing up, I was always more of an auditory and visual learner, and I valued programs that could educate while incorporating modern musical elements. The fact that the team trusted me to be on the project that tackles everything I just mentioned is already a blessing, not to mention that we made a banging song that’ll still fit on your playlist.”

The "Tunetorials" rollout follows a string of creatively driven campaigns from Spotify this year. Most recently, the platform gave audiobooks the headliner treatment with a bold summer campaign that positioned them as just as addictive, emotional, and vibe-driven as music.

Created in-house, the work likened the joy of discovering a new audiobook to finding one’s next favourite artist and spotlighted titles such as Never Flinch by Stephen King and Atmosphere: A Love Story by Taylor Jenkins Reid. The initiative also introduced a new audiobook hub packed with themed playlists, Spotify Wrapped picks, and buzzy new releases, further underscoring the platform’s expanding creative and content ecosystem.

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