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.
Conceptualised 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.
Following a moment of curiosity from listeners while listening to the muted songs, the message was revealed by top Indian women musicians like Asees Kaur, Shweta Mohan, Sanah Moidutty in the form of a video. The artists spoke to the listeners explaining that not only does a song sound strange without a woman’s voice, but the music industry itself is incomplete without female voices. They urged viewers to help them get women’s voices heard.
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 actually spreading our message. We actually muted the voices on the Spotify platform to get our message heard,” said Amit Akali, CCO & Co-founder, WondrLab India Pvt. Ltd
Watch the campaign film conceptualised by Wondrlab here: