The first ATP x Spotify "documentary" completely misses the mark
A partnership with potential is immediately wasted on a head-scratching film about...TikTok creators?
Remember in early November when it was announced that the ATP would be partnering with Spotify and we all got excited that it would be about more than just music? They would partner on exclusive episodic video content, we were told at the time, starting with a behind-the-scenes documentary focused on this year’s Nitto ATP Finals. The news broke around the time I wrote an article about the tennis tours’ self-immolating content practices, which went viral and led Andrew Walker, the tour’s SVP of brand and marketing, to essentially respond to my points in this article about the partnership from The Athletic.
“This is about growing our audience, and in particular, targeting casual men’s tennis fans—Gen Z and Millennials primarily,” Walker told The Athletic at the time. “Those fans who already have an interest but might not be following the ATP or our players week in and week out, more kind of dipping in and out around the Grand Slams. So it’s bringing them further into the ATP funnel, by f…
