In early 2016, Spotify wanted to launch its services in Indonesia, making Indonesia its 59th global market. As an emerging market for such services, Indonesians have a low awareness of Spotify, and taking into account the availability of other music streaming services has made Spotify’s entry to Indonesia all the more challenging.

Strategic Approach

Edelman Indonesia’s PR and Social teams worked hand-in-hand in raising the awareness of Spotify, to bring the hype towards the launch, and to successfully hold the launch procession.

The Edelman PR team liaised with event organizers and vendors to develop and execute the launch event plan, worked with label relation teams, and held interview sessions with key spokespeople prior to the launch. The Edelman Social team ran the #WaktunyaSpotify digital campaign in three social media platforms: Facebook, Twitter and Instagram.


The launch was held on March 30, 2016 at Potato Head Garage, Jakarta. The result was a total of 213 coverage (14 prints and 199 online) with a total PR value of IDR 8,115,048,000 or USD 624,234, counted from March 20, 2016.

#WaktunyaSpotify hashtag made it to Twitter’s trending topic at the launch date, and as of March 31, 2016, the campaign generated almost 50 million reaches,18.5 million unique impressions, 17,908 Facebook fans, 4,746 Twitter followers, and 1,468 Instagram followers.