Trade Report 4.12.

19

Unilever’s Marketing Use of Artificial Intelligence

• Unilever is utilizing AI in order to find insights and influencers for marketing purposes.

• With 26 data centers around the world, scientists are using AI to synthesize insights from
social listening, CRM, and traditional marketing research, and Unilever hopes to reach more
personalized communications to it’s audiences.

• Unilever has started using AI for unstructured data, which is qualitative data meaning it is
more difficult to gain insights from content.

• Popular Chips is their AI-powered influencer marketing platform, and Unilever has been able
to speed up the search process for influencers.

• This technology has driven insights that have brought Unilever’s companies to success.

• I.E: Ben & Jerry’s new range of cereal-flavored ice creams, inspired after Unilever found that
there were around 50 songs that featured lyrics on “ice-cream and breakfast.”

• Source: Digiday

Virtual Music Festivals

• Gaming is a major trend among Gen Z and Millennials, and it is also influencing the music
they listen to and how they listen to it.

• Video game soundtracks have millions of views on Youtube, and celebrities are creating
music inspired by video game characters, thus allowing them to step into a world to meet
young listeners where they are spending so much time.

• Video games have become a digital stage for stars, a place where artists debut new tracks,
and play virtual gigs that draw much bigger audiences than any IRL experience could.

• YPulse found that 28% of 13-36-year-old gamers say that the titles they play have influenced
the music they listen to, 35% have learned about music from games, and 29% have listened
to a new artist they discovered in the digital world.

• Fornite Livestreamed a concert with Marshmello, and over 10.7 million users tuned in.

• After seeing Forrnite’s success, Minecraft took it to the next level and launched a Pixel Music
Festival that attracted over 2,600 virtual attendees and 27,000 listeners on Mixir.

• Source: YPulse

Apple Music Overtakes Spotify

• According to a report by Reuters, Apple Music has officially surpassed Spotify in number of
paid users across the United States.

• Apple has a total of 28 Million paid US subscribers, while Spotify is close behind at 26 Million
paid US subscribers.

• However, when it comes to most listeners, Spotify remains on top with 207 million monthly
listeners because of their ad-supported free version.

• What is interesting is how Apple Music has surpassed Spotify in users, but Spotify has more
offerings and bundles (like with Hulu and Showtime), which is priced at the same as Apple
Music, so what is it exactly that is drawing more users to Apple Music?

• Source: AltPress