# Brief: spotify-concept-ad
Runtime date: 2026-10-20

## What the user said
- "اعمل إعلان لسبوتيفاي، مدته من 35 ثانية لدقيقة، ونسخة عربي ونسخة إنجليزي." (verbatim prompt)
- Run conditions given with the prompt (DEMO-BRIEF.md): the user is asleep and said "do not ask, decide"; unofficial concept for a public gallery, ending "Unofficial concept, not affiliated with Spotify"; follow Spotify's published logo rules; replace third-party content in captured screens; no AI-generated media; music licensed or generated by code, never a real Spotify track; no voiceover unless a permitted voice source exists; official logo files already supplied in `brand-files/` from Spotify's press kit (https://newsroom.spotify.com/media-kit/logo-and-brand-assets/).

## Slots
| Slot | Value | Source |
|---|---|---|
| route | ice-film | router |
| film_type | brand film (borrowing the app ad's real product moment) | decision D-07 |
| goal | The viewer opens Spotify and plays something for the moment they are in right now | decision D-09 |
| message | You cannot choose the noise around you; you choose what you play | decision D-13 |
| audience | Arabic version: listeners 18 to 34 in Egypt and the Arab world, on a phone feed, often sound off at first, then sound on; English version: the same age group worldwide, plus gallery visitors on a laptop with sound on | decision D-09 |
| market | Arabic version: Egypt and the wider Arab world (MENA); English version: global | decision D-05 |
| platform | YouTube and social feeds (Instagram, TikTok, YouTube Shorts), plus the public gallery page | decision D-06 |
| aspect | 16:9 master (YouTube, gallery page) plus 9:16 and 1:1 re-laid out (feeds), per the brand film type's deliverables; final list in ice/plan/versions.md at 03 | decision D-10 |
| duration | 35 to 60 s ("مدته من 35 ثانية لدقيقة") | prompt (locked) |
| language | Two versions: Arabic and English ("نسخة عربي ونسخة إنجليزي"); Arabic in Egyptian (Cairo) spoken Arabic, polished register, as Spotify Egypt writes its own pages; English plain international | prompt (locked versions); decision D-11 (dialect) |
| topic | Music and audio streaming app (Spotify) | prompt |
| must_include | L1, L2, L3 (ledger below) | prompt |
| must_avoid | AI-generated media; a real Spotify track or any real artist's music; recolored or co-branded logos; implied endorsement; third-party content inside captured screens (album art, artist names, user content) | run conditions |
| brand_inputs | `brand-files/Spotify_Full_Logo_RGB_{Black,Green,White}.png` (3432x940, transparent), `brand-files/Spotify_Primary_Logo_RGB_{Black,Green,White}.png` (939x940, transparent), from https://newsroom.spotify.com/media-kit/logo-and-brand-assets/ | user (supplied files) |
| real_brand | Spotify; named; official site https://www.spotify.com and newsroom https://newsroom.spotify.com; owner status: not owner (unofficial concept); material needed: see list below | prompt (name), run conditions (not owner) |
| voice | on-screen text only, music-led (no permitted voice source) | decision D-03 |
| references | none supplied | prompt |
| constraints | No AI media; no paid services; no installs; music by code or licensed; downloads only from Spotify's own official domains | run conditions |
| commercial_use | unknown | decision D-04 |
| mode | auto, don't ask | router; signal: "do not ask, decide" |
| deliverables | Arabic and English versions (prompt); per version a 16:9 master and 9:16 and 1:1 re-layouts, plus poster stills; cutdowns decided at 03 in ice/plan/versions.md; the delivery note ice/review/NOTE.md and the case study export in ice/case-study/ (ice-qa exporter) | prompt; decision D-10; run conditions item 7 |

## Must-include ledger
| ID | Requirement (user words) | Source | Status | Evidence |
|---|---|---|---|---|
| L1 | "اعمل إعلان لسبوتيفاي" (an ad for Spotify) | prompt | covered by D-07 (brand film ad for Spotify) | ice/DIRECTION.md D-07 |
| L2 | "مدته من 35 ثانية لدقيقة" (35 s to one minute) | prompt | covered by D-39 (35.0 s, after the owner's notes on draft-9, D-38, inside the locked 35 to 60 s; draft-10 at 33.5 s was returned for being under it; before: D-33 at 36.0 s, D-14 at 49.0 s) | ice/plan/storyboard.md revision 5, ice/plan/structure.md, ice/DIRECTION.md D-33 (the cue sheet is rebuilt at 06) |
| L3 | "ونسخة عربي ونسخة إنجليزي" (an Arabic version and an English version) | prompt | SUPERSEDED on 2026-10-20 by the owner: "منا مش عايز غير نسخة واحدة فقط لا غير. انجليزي و 16:9" (only one version: English, 16:9); was covered by D-10, D-11 | ice/DIRECTION.md D-28 |
| L4 | Last frame and delivery note: "Unofficial concept, not affiliated with Spotify" | run conditions | changed by the owner on 2026-10-21 (D-46): "اشيل جملة غير رسمي من الفيديو خالص، وخليها في وصف الـ gallery وكارت صفحة الهبوط بس"; the film carries no line; the delivery note states it and names the gallery caption and the landing card as its places, exact wording | ice/DIRECTION.md D-46; ice/assets/TRUTH.md RD-01 |

## Summary for the user (heads-up, posted while the run continues)
اللي قلته: إعلان لـ Spotify، مدته من 35 ثانية لدقيقة، نسخة عربي ونسخة إنجليزي. ومن شروط التشغيل: من غير أسئلة، فكرة غير رسمية تنتهي بجملة "Unofficial concept, not affiliated with Spotify"، لوجوهات Spotify الرسمية زي ما هي، من غير أي وسائط مولدة بالذكاء الاصطناعي، والموسيقى متألفة بالكود مش أغنية حقيقية.
اللي اتقرر (وكل قرار له رقم في DIRECTION.md وتقدر تغيره برد واحد): نوع الإعلان فيلم براند (D-07)؛ من غير صوت معلق وكل الكلام مكتوب على الشاشة (D-03)؛ الجمهور من 18 لـ 34 على الموبايل في مصر والعالم العربي، والعالمي للنسخة الإنجليزي (D-05، D-09)؛ الهدف إن المشاهد يفتح Spotify ويشغل حاجة تناسب اللحظة اللي هو فيها (D-09)؛ مقاس أساسي 16:9 ومعاه 9:16 و1:1 (D-10)؛ العربي بالمصري زي ما Spotify مصر بيكتب على موقعه (D-11). القواعد الإعلانية اللي لقيناها في ice/research/COMPLIANCE.md: ممنوع أسعار أو عروض، ممنوع "رقم واحد" أو "الأكثر شعبية"، ممنوع أي فنان أو أغنية أو غلاف ألبوم حقيقي، والنسخة الموجهة لمصر لازم كلامها بالعربي. ده بحث مش استشارة قانونية.

## Intent
The street plays along (D-13): the city's machine noise, written as sound words, clashes out of time; Spotify's own search field asks "What do you want to play?"; one press of play and the noise locks to your beat, the street turning into a drum machine playing your track; the film ends on the question again, waiting for you. Message: you cannot choose the noise around you; you choose what you play. (Accepted in auto mode by the concept critic; the user can overturn it in one reply.)

## Assets
- `brand-files/Spotify_Full_Logo_RGB_Black.png` : official full logo (icon plus wordmark), black, for light grounds
- `brand-files/Spotify_Full_Logo_RGB_Green.png` : official full logo, green
- `brand-files/Spotify_Full_Logo_RGB_White.png` : official full logo, white, for dark grounds
- `brand-files/Spotify_Primary_Logo_RGB_Black.png` : official icon, black
- `brand-files/Spotify_Primary_Logo_RGB_Green.png` : official icon, green
- `brand-files/Spotify_Primary_Logo_RGB_White.png` : official icon, white

## Supplied material (section 8)
| Kind | Where it came from (prompt or file path) | Run file | Status (complete / partial: missing fields) | Locked |
|---|---|---|---|---|
| Brief | prompt | `ice/BRIEF.md` slots duration, language | partial: goal, audience, platform and aspect, message, call to action, must-include content, commercial use missing | yes (duration, language) |
| Brand kit (logos only) | `brand-files/` (6 PNG files) | `assets/brand/`, `ice/assets/manifest.json` | partial: palette with roles, typefaces and imagery style missing (filled from Spotify's own site and guidelines by ice-assets) | yes |

## Business brief (section 10)
| Field | Value | Source (user, or R-NN with date and source ID) |
|---|---|---|
| What it is | An audio streaming service: music, podcasts and audiobooks ("over 100 million tracks, 7 million podcast titles, and 700,000 audiobooks") | R-02 (2026-10-20) S-01 |
| Who it serves | Listeners (777 million monthly users, 300 million subscribers, 184 markets, as of June 30, 2026), plus artists, creators, authors and advertisers | R-02 (2026-10-20) S-01, S-02, S-03 |
| Product truth | ice/assets/TRUTH.md sections "Confirmed features", "Approved figures", "Exact text" | ice-assets |
| Market and competitors | Globally: Apple Music, YouTube Music, Amazon Music, Deezer, Joox, Pandora, SoundCloud (Spotify's FY2025 20-F); MENA: Anghami calls itself the region's leading platform (3.5 million subscribers); Egypt: low paid penetration ("faster-growing but lower-ARPU challenger"), with piracy, "noise people would choose not to listen to" and expensive mobile data named as barriers; MENA recorded music grew 15.2 percent in 2025, 97.5 percent streaming | R-02 (2026-10-20) S-04, S-11, S-12, S-13, S-15, S-17 |
| Brand identity and real material | ice/assets/BRAND-MATERIAL.md and ice/assets/brand-sheet.json; logo rules from Spotify's design guidelines | R-01 (2026-10-20) S-01, S-02 |
| Current campaigns and tone | Recent campaigns turn the listener's own listening into a shareable identity (2025 Wrapped "visual mixtape", "Spotify 20: Your Party of the Year(s)", Egypt "Your Summer Persona") or cast real fans (Fan Life); tone in Spotify's words "playful and culture-obsessed. We talk the way fans talk"; the Egypt Arabic site is written in Egyptian colloquial Arabic | R-01 (2026-10-20) S-15 to S-19; R-02 S-07, S-08 |
| Advertising rules | ice/research/COMPLIANCE.md | R-03 |

## Brand material needed (only when real_brand is not none)
| Item | Why the film needs it | Where it should come from | Status |
|---|---|---|---|
| Official logo (full and icon) | End lockup and brand presence | Spotify media kit (supplied) | supplied, verified (manifest a1 to a6) |
| Brand colors | Palette lock | Spotify brand guidelines and spotify.com style sheets | captured from the live site (no printed hex for the green; see BRAND-MATERIAL.md gaps) |
| Brand typeface or documented free substitute | Type lock | Spotify site font faces and guidelines | missing: Spotify Mix is exclusive; substitute decided at 05 |
| Live site and web player screens | Real product moments, UI rebuild reference | spotify.com, open.spotify.com (public pages only) | captured 2026-10-20 |
| Logo usage rules | Clear space, minimum size, allowed grounds | Spotify brand guidelines (developer and design pages) | captured (R-01 S-02) |

## Open questions
- None sent (mode: auto, don't ask). Every open slot is decided with a D-entry.