Spotify targets Black audiences with new global brand

Spotify is launching a priority global “Umbrella” brand focused on reaching Black consumers.

That’s according to a new job ad spotted by MBW for a Los Angeles-based Hip Hop and R&B Manager, whose remit will include an objective to “Build [this] Umbrella brand to connect with Black audiences”.

Joining Spotify’s Artist & Label Partnerships team, the successful applicant will need to be “well versed and proficient in artist partnerships, podcasts, and marketing processes,” in order to inform “negotiation tactics and value exchange for [the] newly formed Umbrella brand”.

(Obviously enough, it doesn’t seem likely that the brand is actually called “Umbrella”; more of a possibility, you’d assume, is that much of Spotify’s branding activity relevant to Black audiences will soon fall under the as-yet-unnamed new creation.)

The mysterious new “Umbrella” brand, says Spotify, will “live both on and off platform” and will be a global concern – suggesting a major above-the-line campaign may be in the works to promote it…