Nearly two years after launching in the U.S. primarily via word-of-mouth, Spotify will air its first in a series of U.S. TV ad commercials on NBC’s “The Voice” Monday night as part of a larger branding campaign valued at over $10 million in media spend. The campaign, titled “For Music,” will feature digital and social media ads, with additional TV spots to air on NBC’s “Late Night With Jimmy Fallon” as well as Viacom’s MTV, MTV2, VH1 and other networks in the coming weeks.

A trio of spots released online Monday afternoon, created by ad agency Droga5, take a more existential approach to the streaming music service, focusing more on the feelings that music evokes rather than any specific product offerings. It’s an interesting tactic for a company that recently touted its 6 million paid worldwide subscribers at South By Southwest earlier this month.

One spot, which airs tonight on “The Voice,” features a crowdsurfer sailing across a sea of packed fans at a concert, with a voiceover posing the question, “Why can a song change the world?” The speaker then offers a list of answers, including, “Because we were all conceived to a 4/4 beat. Because music can’t be stopped. Can’t be contained. It’s never finished.” Read more