“I am doing this because Spotify is spreading false information about vaccines – potentially causing death to those who believe the disinformation being spread by them. They can have Rogan or Young. Not both.” – Neil Young
As many of you are probably aware, Canadian singer and activist Neil Young took on Swedish streaming behemoth Spotify last week.
Mr. Young declared that he will remove his songs off Spotify in protest of the company’s association with Joe Rogan, a controversial podcast presenter whom Spotify drew under its fold in an exclusive $100 million contract two years ago after years of trying to get him their platform.
The Joe Rogan Experience, Rogan’s podcast, is also the world’s most popular podcast, with more than 11 million listeners each episode and numerous episodes are available on Spotify each week.
Rogan, and a number of his featured guests, have openly displayed transphobia in recent years, discouraged his listeners from wearing face masks to prevent Covid-19 transmission because masks are “for ladies,” and widely propagated vaccination skepticism to his enormous following.
Rogan’s recent podcast featuring a conversation with Dr. Robert Malone, a virologist banned from Twitter for disseminating false information about COVID-19, inspired hundreds of medical experts to write an open letter blasting Spotify for benefiting from putting people’s lives in danger while the epidemic continues. Young was prompted by the letter to leave the service last week and was soon joined by Joni Mitchell, Nils Lofgren. There are rumours more musicians are likely to join the protest soon.
So what’s the problem? It’s just the act of a few musicians kicking up a fuss.
The problem is “brand-values” misalignment and the potential for a consumer movement boycott.
Here is a link to an article I wrote that goes into more detail about Values-Alignment Branding.
“Irresponsible people are spreading lies that are costing people their lives,” – Joni Mitchell
Movement Marketing
For millennial consumers, “brand-values” alignment is very important to their aspirations and identity.
Understanding the importance of brand values for millennials is crucial to modern marketing. Sometimes referred to as “Movement marketing’, it is a growing tactic for brands looking to gain market share. Companies can effectively connect with customers’ shared values, interests, and aspirations, resulting in significant brand loyalty.
But there is a catch. Brands cannot start movements on their own, many have tried and failed. The best brands can do is declare their brand values and wait for an opportunity to stand up and join in, as Nike did in their support of banned NFL quarterback Colin Kaepernick in 2018.
The most successful brands in the world have found a way to create brand value alignment by associating themselves with movements that consumers care deeply about. The results are often more authentic marketing campaigns that drive revenue generation and increased loyalty and revenue growth. This approach has been used by brands like Nike, Ben & Jerry’s, Patagonia, and even Tesla Motors.
But consumer movements are a two-way street. While brands can benefit from leveraging movements, they can also be victims of them.
Mr. Young, who is no stranger to protests and social movements, might have just kicked off a new one. Whether intended or not, he has started a values-driven consumer/musician movement looking to hold mega-platforms like Spotify, Meta, Twitter, TikTok and others, accountable for the content they distribute and the character of the people using their platform.
Conscious Consumerism & Consumer Activism
Conscious consumerism is based on…
