IN SUPPORT of Mental Health Awareness Week in the UK, Spotify has teamed up with CALM, a charity leading a movement against suicide, to launch a week’s worth of dedicated content for Mental Health Awareness Week.
As research reveals the positive effect that listening has on our mood, the partnership will shine a light on the importance of opening up about our mental health and promote the 2020 theme of ‘Kindness’.
From today, Spotify listeners will be able to access new and original content on the Spotify Mental Health Awareness Week Hub throughout the week, in the form of dedicated podcasts and music playlists created in partnership with CALM experts, podcast creators and some familiar faces from music and entertainment. Highlights include:
- Spotify’s own Wake Up / Wind Down podcasts, hosted by Niall Breslin, will have exclusive content about Mental Health Awareness throughout the week, as part of the newly launched Daily Wellness mix of music and podcasts to help listeners through their day;
- Audrey, Tolani, and Milena from The Receipts ‘unadulterated girl talk with no filter’ podcast will be discussing mental health awareness on their show;
- Spotify’s Who We Be playlist, the UK’s most popular hip hop, afrobeat, dancehall and R&B playlist will be dedicated to this year’s theme of ‘kindness’ – with playlist story video contributions from Tinie Tempah, Ray BLK, Ms Banks, Che Lingo, Harry Pinero and more;
- A bespoke episode of Killing It, a podcast that investigates mental health in the music industry, will feature host British musician, writer, actor and CALM ambassador Jordan Stephens talking mental health with CALM CEO Simon Gunning;
- The Daily Pep! – the rebel-rousing, daily podcast for courage makers, creative, multi-passionate and unconventional women – will see host Meg Kissack speaking with presenter and model Shareefa J.
In an exclusive extract from his video which will appear on Spotify, Tinie Tempah said: “There’s a lot of people who I know from the area that I’ve grown up in that are trying to make sure that they’re keeping their minds intact.
“Because it’s not easy. The further down the road you get in life, you can start to lose touch with things. Things can start to make less and less sense. So it’s really important to make sure that you’re keeping close to family, loved ones, people who will tell you about yourself.
“Make sure that you’re checking in with your loved ones. And make sure that you’re spreading love in this crazy time.”
CALM CEO, Simon Gunning said: “In these uncertain times many people are feeling the impact of lockdown and needing our helpline services more than ever.
“However, music and audio can have an incredible effect to calm, unite and connect us, even when we cannot be together. By teaming up with Spotify we hope to provide some light relief and help people take a break from all that’s happening, whilst opening up the conversation about mental health and reminding them that we are here should they need us.
“CALM’s free and confidential helpline and webchat are available from 5pm to midnight, seven days a week providing practical, anonymous and no-judgmental support and advice, whatever you’re going through.”
As part of the partnership, Spotify conducted consumer research amongst 2,000 people in the UK to look at the relationship between music and audio and an individual’s mental health.
The study found 88 per cent of people use music to help improve their mood and overall mental well-being, with 40 per cent saying they have increasingly turned to music and podcasts to help them navigate and cope with anxieties and mental struggles during lockdown.
The research also reveals people are using audio to connect and lift the spirits of the people around them, with 40 per cent of people say they share music or podcasts with family and friends to help with their mental health or to lift their mood.
Tom Connaughton, UK and Ireland Managing Director, Spotify, said: “At Spotify we know first-hand the power of audio to enhance mood, so it’s no surprise to us that this latest research shows people are looking to music and podcasts to aid their mental wellbeing.
Listening has the ability to lift us up, make us laugh, bring our memories to life and help us feel connected with others. Through our partnership with CALM, we hope to help create further awareness about Mental Health Awareness Week and the incredible work CALM continues to do.
“We hope to play our role in encouraging more people to talk freely and openly about mental health, which has never been more important than it is right now.”
Additional findings from the research include:
- More than half of respondents seek out songs with uplifting beats to help elevate their mood, while music that brings up feelings of nostalgia and happy memories were also among the top feel-good types of tracks;
- Pop music is the most popular genre that respondents choose for a mood-boost (49 per cent), followed by rock (37 per cent) and classical (24 per cent);
- Over a third of respondents claim they listen to podcasts to help improve their mental well-being, with comedy being the most popular type of mood-boosting genre (39 per cent) followed by podcasts about music (28 per cent) and arts and entertainment (20 per cent);
- Outside of audio, Spotify asked about other activities that improve mood and mental well-being, with 68 per cent of respondents choosing exercise as the most popular activity, followed by speaking to a friend or family member (66 per cent) and watching TV (63 per cent).
Spotify will also be donating ad inventory to CALM for the campaign, to further raise awareness of Mental Health Awareness Week, and is making a donation to the charity to fund their helpline services.