BBC Studios has taken over Spotify globally to promote Sir David Attenborough’s new series Seven Worlds One Planet.
The campaign will give Spotify Free and Premium users access to seven exclusive videos, each dedicated to different wildlife stories and endangered species from around the world. The series of clips will also include the official trailer for the Attenborough-narrated production, which explores the landscapes and wildlife of earth’s seven continents.
In line with Spotify’s increasing focus on podcasting the collaboration will also see the BBC Earth podcast made available for listeners, giving them behind-the-scenes access to accounts from show producers and camera crew.
The ‘Seven Worlds One Planet One Planet’ soundtrack, composed by academy award-winner Hans Zimmer and Bleeding Fingers Music, will also feature as a playlist.
Spotify, which is more accustomed to collaborating with artists like Billie Ellish and Taylor Swift on takeovers, said the content partnership and takeover marks a first for a brand like BBC.
"From music to podcasts, Spotify listeners come to our platform to discover new favourites, which is why we are constantly looking for new and unique experiences for them to enjoy,” explained Rakesh Patel, head of sales at Spotify UK.
“As a platform that provides world-class programmes and content which informs and entertains millions of people in the UK and around the world, BBC Studios is the perfect partner for this global first takeover experience on Spotify.”
BBC Studio’s global director of digital marketing, Jasmine Dawson, said it was constantly looking for new ways to tell stories.
“These videos along with Hans Zimmer’s stunning soundtrack will help to bring the story of the seven different continents to life for a whole new generation,” she added.
BBC’s branded content arm Global News has recently made its own foray into audio, announcing plans to strengthen what it can offer to advertisers looking to create podcasts.