"Play a song for the gays"

Spotify and Pink Money in the LGBTQIAPN+ communities

Authors

DOI:

https://doi.org/10.9771/peri.v2i21.62966

Abstract

This study aims to investigate how Spotify has used the Pink Money strategy to monetize its platform and become popular within LGBTQIAPN+ communities. Regarding its typologies, this study is characterized by the use of Basic research (regarding its nature), Exploratory-descriptive (regarding its objectives), Bibliographic and Case Study (regarding its technical procedures) and Qualitative (regarding the approach to the problem). For the data collection stage, the global launch strategy of the Orgulho Presente campaign was used, which included a series of activations throughout the month of June 2019. At the end of the study, it is understood that it is crucial to ensure that Spotify's actions are not perceived as opportunistic or superficial. The brand's continued success in this market will depend on maintaining a genuine commitment to inclusion and creating experiences that resonate with the LGBTQIAPN+ community in an authentic and meaningful way.

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Author Biographies

Mateus Vinicius Santos, Feevale University

BA in Advertising from Feevale University (Novo Hamburgo/RS). Advertising professional. E-mail: mateusvinicc@hotmail.com

Mauricio Barth, Feevale University

Doctor in Cultural Diversity and Social Inclusion, Master in Creative Industry, specialist in Marketing Management, Bachelor in Advertising. Professor in undergraduate and postgraduate courses and Editorial Coordinator at Feevale University (Novo Hamburgo/RS). E-mail: mauricio@feevale.br, Lattes: http://lattes.cnpq.br/6385230216822855.

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Published

2025-04-24

How to Cite

Santos, M. V., & Barth, M. (2025). "Play a song for the gays": Spotify and Pink Money in the LGBTQIAPN+ communities. Revista Periódicus, 2(21), 283–302. https://doi.org/10.9771/peri.v2i21.62966

Issue

Vol. 2 No. 21 (2025): Defying monogamy: emergent biopolitics of relational dissidence

Section

Free section

License

Copyright (c) 2025 Mateus Vinicius Santos, Dr. Mauricio Barth

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