Spotify leans into Gen Z’s sadness with ‘Bummer Summer’ campaign

Highlighting sadness is rare in advertising, but Donna Lamar, executive creative director at Spotify, told Ad Age that in this case it’s relatable and true—and that listening to sad music can have a cathartic effect on people that’s often positive.

“We’re always seeking to understand our listeners, realizing their tastes and relationship to music may differ by generation,” Lamar said. “We discovered that by listening to sad music—tracks that evoke feelings of nostalgia, wistfulness and wanting—[Gen Z listeners are] better able to express themselves, connect with others and make sense of their feelings. When people get in their feelings, they often listen to music. And sometimes the right song can make sad feel good.”