Spotify marked its 12th year on the Croisette at the Cannes Lions International Festival of Creativity with a week of panels, brand announcements, and live performances. The company also saw its Tunetorials campaign shortlisted for two Audio & Radio Lions.
Coach Partnership and Brand Loyalty
The activation opened with the news that Spotify and Coach will launch a global partnership rooted in music this fall. The announcement was made during a session titled Building What Money Can’t Buy: New Rules of Brand Loyalty.
The conversation featured Coach CMO Joon Silverstein, Spotify Global Head of Business Marketing Bridget Evans, artist Troye Sivan, and Cosmopolitan and Seventeen Editor-in-Chief Willa Bennett. They examined the intersection of fashion, music, and identity.
Daytime Sessions: Podcasts and Artist Conversations
On the second day, podcast host Jay Shetty, actor Keke Palmer, and Spotify Head of Content Partnerships Jordan Newman discussed how meaningful dialogue shapes culture, creativity, and purpose. Palmer spoke about the importance of staying grounded throughout her career.
Later, artist Anderson .Paak joined Spotify co-CEO Alex Norström to discuss his global reach, with music streamed in all 184 markets where the platform operates, and his move into writing, directing, and starring in the film K-Pops!.
Evening Performances
The first night’s Club Côte soirée featured a set by rising artist Sienna Spiro. Attendees included Seth Meyers, duo Sofi Tukker, actor and singer Joshua Bassett, and television personalities Antoni Porowski, Maura Higgins, and Meredith Marks.
The second evening opened with Mike D, who performed “What We Got” and the Beastie Boys’ “So What’Cha Want.” Central Cee followed with “Doja,” “BAND4BAND (feat. LilBaby),” “WAGWAN,” and “Sprinter.” RAYE closed the night with “WHERE IS MY HUSBAND!,” “Worth It,” “Fly Me to the Moon,” “Escapism,” and the second-ever live performance of “Happier Times Ahead” from her album THIS MUSIC MAY CONTAIN HOPE.
Fandom and Brand-Building Roundtable
The final day’s roundtable focused on how brands can build loyal communities. Participants included artists John Summit and EJAE, LinkedIn Chief Brand Officer Heather Freeland, Gap Global CMO Faby Torres, and Spotify executives Kay Hsu (Creative Lab) and Ashley Graver (Artist Partnerships).
Discussions highlighted recent campaigns such as LinkedIn’s surprise rave with John Summit for his album CTRL Escape, which he said was inspired by his former career as a CPA, and Gap’s “Curated by” playlists featuring global artists like KATSEYE and Tyla. EJAE shared the story behind creating the official anthem for football’s biggest tournament, the KPop Demon Hunters fandom, and her approach to connecting with fans worldwide.
Closing Night Performances
The final evening of performances began with Lykke Li, who played “Lucky Again,” “I Follow Rivers,” and “Little Bit.” Mumford & Sons followed with “Little Lion Man,” “The Cave,” and “I Will Wait”; frontman Marcus Mumford left the stage to join the crowd during “Ditmas.”
John Summit then performed fan favorites including “What A Life” and brought out Julia Wolf to perform their collaboration “WITH ME,” a moment that became one of the most discussed of the night. After the show, Mumford & Sons discussed their early experiences with the streaming platform.
