Gen-Z Needs Vit D: Spotify's Bummer Summer Campaign

In a move that resonates with the sentiments of Gen Z listeners, Spotify has launched its 'Bummer Summer' campaign, leveraging the popularity of sad songs to match the season's mood.

Gen Z is Sad

Gen Z users have been unapologetically embracing their emotions on the platform, with "sad" being the most-searched term among them globally. This generation's affinity for expressing their feelings authentically is reflected in their music choices, particularly their affinity for melancholic playlists.

Bummer Summer Initiative

The 'Bummer Summer' initiative, targeting audiences in the U.S. and Canada, introduces a collection of moody anthems and soul-stirring tracks. Featuring artists like d4vd, Frank Ocean, Phoebe Bridgers, Lana Del Rey, Big Thief, and Billie Eilish, the playlist captures the raw honesty that Gen Zs embrace in both their lives and their music preferences.

Gen Z is Not Just Sad.. They're EMOTIONAL

According to Krista Scozzari, Spotify North American Marketing Lead, Gen Z is redefining vulnerability by openly embracing their emotions. This generation's authentic approach to expressing their feelings is reflected not just in their daily lives but also in their music choices. The 'Bummer Summer' campaign celebrates this empowering attitude toward emotions.

Gen Z Music

Gen Z listeners are drawn to tracks that evoke nostalgia, wistfulness, and desire – songs that offer solace and understanding. These songs provide comfort akin to a warm embrace. Lizzy Szabo, Spotify Senior Editor for Indie Music, highlights that the appeal goes beyond popular tracks like Billie Eilish's "What Was I Made For?" to encompass various subgenres like indie pop, sad rap, and sad sierreño. These genres resonate with listeners, providing a conduit to express their complex emotions.

The Power of a Sad Song

Sad music serves as an outlet for emotional release, channeling feelings through emotive melodies and lyrics. Dr. Michael Bonshor, a music psychology expert, explains that sad music's slower tempo induces relaxation, while the relatable lyrics forge a connection between artists and listeners, validating shared human experiences.

To bring the 'Bummer Summer' playlist to life, Spotify is engaging audiences through social media and real-world experiences. The campaign's visual elements capture the messy yet cathartic essence of emotional expression. Unique installations, like a fountain of tears shaped like the artist d4vd, emphasize the power of sad songs to create a sense of unity and connection.

Bummer Summer is About Real Life

Krista emphasizes that 'Bummer Summer' is about more than just listening to sad music when feeling down; it's about allowing the music to accompany any emotional state. The campaign underscores the potency of lyrics and music tempo in fostering reflection and embracing one's feelings, regardless of the mood.

The campaign reflects Spotify's ongoing commitment to relatability, resonating with users year-round. 'Bummer Summer' underscores the influence of sad music in enhancing the emotional experience, providing listeners with a space to connect and feel understood through music.