Spotify X Royal Enfield: Fusion of music and motorcycling that fuels India’s youth culture

Today's youth are natural explorers. If you are someone often going on freewheeling adventure rides with the wind in your hair and a perfect playlist as your only companion, you are the definition of an explorer. But even if you’re not 'outdoorsy' and are mostly immersed in one of your carefully curated playlists, and you can't seem to hit pause on discovering new artists and genres, you are an explorer as well. 

Embracing this explorer mindset, Spotify and Royal Enfield have come together once again this year to bring a series of immersive experiences, following last year’s phenomenal success. The 21st of June is a perfect intersection of special occasions such as World Music Day and World Motorcycling Day, marking a perfect occasion to begin the celebration of the culture of exploration. 

Spotify has been instrumental in reshaping India’s audio landscape by providing an immersive space for listeners while allowing them to discover local artists. The platform also embodies a space for a community that brings people together to celebrate music across genres and languages. RADAR, a first-of-its-kind program for independent and pop artists, has become one of Spotify’s flagship properties for celebrating up-and-coming artists and giving them a wider reach. Spotify also created a property called Rap 91 in India, which helps fans and artists come together to celebrate hip-hop through curated playlists and live experiences. With Royal Enfield as a partner this year, Spotify will continue to bring music lovers a lineup of musical experiences to showcase top RADAR artists and expand the hip-hop scene with Rap 91.  

Arjun Kolady, Head of Sales, Spotify India said “At Spotify, we believe in building a community by unlocking the potential of human creativity. Our partnership with Royal Enfield is based on a mutual vision of shaping culture, with us doing it by giving artists the opportunity to scale and fans to get inspired. With Royal Enfield on board, we will be able to strengthen the local artist community through programs like RADAR and amplify our hip-hop celebration through Rap 91. This year, we will make our experiences unlike any. This collaboration is about more than just music and motorcycles; it's about celebrating the culture of exploration that both brands hold." 

Mohit Dhar Jayal, Chief Brand Officer, Royal Enfield said, "As two brands that place community,  culture and self-expression at the heart of everything they do, Royal Enfield and Spotify are natural collaborators. We’re now taking our partnership to the next level with a joint focus on Spotify’s RADAR and RAP 91 platforms."

On the other hand, Royal Enfield’s presence during such experiences will bring a certain richness that motorcycling enthusiasts always seek. It is about creating an interactive space where the energy of music seamlessly blends with the spirit of riding. Imagine experiencing the latest Royal Enfield motorcycle while vibing to live performances from the hottest indie and hip-hop artists – this is the vision that this collaboration is bringing to life. 

Continuing their streak of musical adventure, Spotify and Royal Enfield are set to head to Goa from  November 22-24, 2024 for the 14th edition of Royal Enfield’s annual celebration of everything motorcycling, music and community - Motoverse 2024. This unique gathering will cater to bikers and adventure enthusiasts, with an expected attendance of around 15,000 passionate riders. Motoverse will feature a lineup of select RADAR artists, offering a one-of-a-kind experience. 

The collaboration between Spotify and Royal Enfield is not limited to on-ground activations. Along with Spotify’s personalized multi-format media offerings and unlocks, Royal Enfield will also be providing exclusive in-app content to Spotify listeners through The Stage. Users will be able to access some of the most sought-after adventure content designed to make them put their helmets on and get ready for their next big ride. Royal Enfield will also be utilizing Spotify’s Dynamic Audio Ads to establish a deeper connection with its users through content that speaks directly to them.  

This year’s multifaceted collaboration between Spotify and Royal Enfield includes on-ground activations, personalized media and social media amplification, all designed to drive the growth of India’s indie, pop, and hip-hop music scenes while embracing the culture of exploration among Indian youth.