Spotify leveraged its primary partnership with FC Barcelona around the March La Liga 2023 El Clásico by launching a limited edition team shirt honouring the success of Catalan singer Rosalía’s ‘Motomami’.
On 19 and 25 March, for La Liga’s men’s and women’s matches between FC Barcelona and Real Madrid, the Spotify premiered an exclusive shirt – designed in collaboration with Catalan musician Rosalía – celebrating the anniversary of the release of her album ‘Motomami’.
The kit, worn by the players in the game, was printed with the album logo and the singer’s name as a tribute to the record’s success on the music streaming platform.
The initiative was promoted through PR and content across the singer and the club’s social channels as well as in-stadium and on-pitch.
The FC Barca store made two versions of the limited edition ‘Motomami’ jersey available for sale:
> One version with premium packaging (1,899 units for year Barca was founded).
> Another with a glow-in-the-dark ‘Motomami’ logo (11 men’s and 11 women’s shirts numbered 1 to 11 and signed by the players who started the men’s and women’s El Clásico matches).
Spotify also worked with the FC Barca stars to create player playlists consisting of music that motivates them before matches including tracks by Rosalía.
Plus, fans of the Catalan musician’s music are also able to enjoy a new interactive Spotify ‘My Top 5 Rosalía Songs’ experience (https://spotify.com/top5) in the streaming service’s app which enables club supporters and Rosalía fans to select their five favourite tracks by her and share them with friends through social networks.
This initiative follows on from previous ‘Spotify Projects’ interactive experiences with Kendrick Lamar and The Weeknd.
“It is an honour to give up our space on the FC Barcelona jersey to celebrate Rosalia, the most listened to Spanish artist on Spotify in 2022. It is an opportunity to continue celebrating our unique partnership with FC Barcelona and continue to unite the worlds of football and music,” said Spotify Partnerships VP Marc Hazan.
“I’m very excited that a club as big as Barça wears the shirt, and even more so in such important matches”, declared Rosalia on Spotify’s official blog ‘For the Record. “Soccer and music have great similarities due to the emotions that are experienced in a concert and in a game. Above all, because of the energy that is concentrated, with so many people living that same moment while they put all their attention on an event.”
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In 2022, Rosalia was the most listened to Spanish artist in the world on Spotify (with a year-on-year growth of more than 110%) and the most listened to female artist in Barcelona. The tracks on ‘Motomami’ generated more than 1.8bn views and Spotify users have created more than 150m playlists dedicated to the Catalan singer.
This Spotify/FC Barca initiative followed on from previous shirt led activations such as the tie-up with Drake.
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