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Spotify, in collaboration with Sony Music India, has created a unique playlist on its platform to highlight the importance of female artists in every musical composition.
Conceptualized by Wondrlab, The ‘Unheard Playlist’ features popular duet songs from Hindi and other regional languages, with the female vocals intentionally muted.
The goal behind the campaign is to raise awareness among listeners about the essential role played by women in music creation.
Commenting on the campaign, Sameet Soni, Content Lead, WondrLab India, said, “Modern-day advertising is about using platforms in the best manner to engage with consumers. We’ve seen such trends typically in categories such as gaming, but by muting the female vocals in popular duet songs, in Hindi and other regional languages, we used music innovatively, on a music streaming platform itself.’’
“What we’ve pulled off thanks to Spotify and Sony Music India is amazing. And the act has taken a life of its own, with the top music artists in the country spreading our message. We muted the voices on the Spotify platform to get our message heard,” said Amit Akali, CCO & Co-founder, WondrLab India Pvt. Ltd.
