Having rolled out a range of ad tools earlier this year, Spotify now wants to teach campaign planners how to make the most of them by turning media-buying how-tos into original songs like “How to reach your target audience” and “How to track your ad’s success.”

The company says its goal with Tunetorials is to make learning about advertising on Spotify “as fun as using Spotify” and to showcase “the power of Spotify advertising through unexpected experiences.”

“Tunetorials is our way of blending education with entertainment so it doesn’t feel like a chore. We know our audience loves creativity and music, so we met them there,” Bridget Evans, global head of business marketing for Spotify, said in a news release. “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.”

Each of the six original tracks covers a core planning lesson, like running a multi-format campaign or driving ROI, and demonstrates how the platform’s ad creation, measurement, targeting and optimization tools work. 

Created in collaboration with FCB New York, the campaign also features two animated music videos and a live action film, along with a limited-edition vinyl record. Each track will also be adapted into 15- and 30-second ads running across Spotify, LinkedIn, Meta platforms and YouTube. 

It’s not the first time Spotify has launched a creative B2B campaign to reach marketers. The music streamer took the top prize in Digital Craft at Cannes Lions 2024 with its “Spreadbeats” campaign, also developed with FCB, that built a video inside the place where media planners spend the most time: a spreadsheet.

Earlier this month, Spotify opened up its ad inventory to Amazon and Yahoo DSPs and also announced that its long-time CEO, Daniel Ek, would be stepping down.

The Tunetorials album is available on the platform, while the videos live on the Spotify Ads website.