Spotify boasts over 100 million users, who generate masses of data each day. For the ‘It’s Been Weird’ campaign, the streaming service has used this information to weave narratives around people’s listening habits, exposing their guilty pleasures and secret, themed playlists on billboards.

Youtube Music is a proposed streaming service app that offers a deeply personalised service. And while YouTube is certainly one of the best platforms for discovering new content, experts are skeptical it will outperform market leader Spotify as it priotises ad revenue first.

Great songs can be dangerously addictive – something that Spotify acknowledges in an ad to let users know they can listen to songs on repeat on its free service. Just like the streaming service's past personalised campaigns, it plays on music’s inherent emotional qualities.

Emojis have become ubiquitous in digital communications, but their use in marketing campaigns hasn’t always been successful. Canvas8 spoke to Dr. Sara Kim, an associate professor at the University of Hong Kong, to learn how people interpret and react to brands that use these symbols.