In this episode of Branded, Ben Kaplan sits down with Bridget Evans, the Global Head of Business Marketing at Spotify, to unpack the platform’s growing role as a multimedia advertising powerhouse. Bridget breaks down Spotify’s evolution from a primarily audio-based brand into a dynamic player in video advertising and podcast monetization.
They explore:

• Spotify’s strategic pivot to include more video-first experiences, including video podcasts, music videos, and lyric videos.
• The award-winning “Spreadbeats” B2B campaign that turned Excel spreadsheets into media channels to reach media buyers in unexpected ways.
• How Spotify is supporting mid-tier and micro-podcasters through the Spotify Partner Program and new monetization tools.
• The balance between owned/licensed content and supporting a broader creator economy.
• Why podcasting fosters deep engagement and trust, making it a unique advertising channel with powerful reach.
• The future of AI in audio, from content discovery to personalized playlists and DJ experiences.
• Bridget’s thoughts on data-driven marketing, brand storytelling, and why creative opportunities on Spotify are more expansive than ever.
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Plus, Bridget shares the best career advice she ever got from Gary Vaynerchuk: “Don’t focus on being the first—focus on being the best or the most creative.”