Getting Vocal for the U.S. Midterm Elections

Getting Vocal for the U.S. Midterm Elections

At Spotify, we know that one of the best ways to have your voice heard is by voting. But historically, not that many people turn out to the polls for the U.S. midterm elections -- even though they’re really important. This year, Spotify is aiming to change that with a slate of programs dedicated to encouraging employees and fans to show up to the polls.

Starting a week before the midterms, on October 30, 2018, all active Spotify users over 18 in the U.S., as well as U.S. territories with scheduled elections, received messages within the app reminding them that the midterm elections are taking place on November 6th. These message include a new custom playlist for each state or territory that highlights the music that’s uniquely popular there and links to their polling place locator via gettothepolls.com.

The custom playlists revealed surprising listening habits nationwide:

  • Get Vocal, Alaska: Alaskans having trouble sleeping through the midnight sun are uniquely into white noise.
  • Get Vocal, South Dakota: South Dakotans working far from home have a soundtrack from “Night Shift” and “Hotel Key” to “Homesick” and “Missin You Crazy.”
  • Get Vocal, Washington: Folks in Washington are “staying woke” with “Redbone,” “1950,” and “HUMBLE.”
  • Get Vocal, US Virgin Islands: The U.S. Virgin Islands has the perfect island soundtrack, from “Three Little Birds” (Bob Marley) and “Wild Thoughts” (DJ Khaled + Rihanna) to a “Caribbean Thunderstorm” white noise track.

On Election Day, users will be receiving a reminder that Election Day is here with a direct link to gettothepolls.com, to make sure they’re ready to get to their polling place.

Spotify also launched several programs to encourage employees to show up to the polls.

On National Voter Registration Day -- a day created to celebrate the act of getting registered to vote -- we hosted voter registration drives in three US offices, NYC, Boston, and LA, as well as digitally, in partnership with TurboVote, the League of Women Voters (NYC), the California Secretary of State (LA), and MassVote (Boston). Over 80 Spotify employees got registered and many more checked their registration, asked questions about voting, and picked up limited-edition swag to rep pro-voting messaging.

Employees were also encouraged to take the time they need to vote on November 6th, with an announcement that employees can work from home on Election Day if they have a commute to their polling place or otherwise need some extra time to get to the polls.

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