Like it says on the tin:

Spotify has launched “For Music”, strangely calling it its first-ever advertising campaign (we think they mean in the United States).

The campaign is meant to introduce Spotify “to a mass audience in the US” and demonstrate “the wide-reaching, emotional power of music”.

Personally, I think it mostly shows a lot of sweaty people, and hands.

Via Evolver.fm

Responsible for the campaign, which will include digital and social advertising alongside TV ads, is New York agency Droga5.

The above TV spot will debut tonight on the premiere of NBC’s “The Voice”, kicking off the campaign.

Here are two other TV spots, from Spotify’s YouTube channel:

Spotify recently revealed that it now has in excess of 24 million active users, with more than 6 million paying subscribers. Since launch, Spotify claims it has paid out more than $500 million to rights-holders.

Also read:

Spotify opens its beta browser-based app to users in the UK ahead of full launch “later this year”

Spotify’s social network arrives: New Follow tab is now gradually rolling out to users