This conceptual project is to craft a data-driven storytelling campaign that transforms passive listening into an engaging experience, encouraging users to promote local artists and share on social media.
Through Spotify, the world’s leading music streaming platform, this concept introduces city-specific playlists that highlight both emerging and iconic artists from major cities. These playlists can only be unlocked and added to a users library when listeners are physically in the city, using location services.
Key features include:
Dynamic Playlist Refresh: Playlists update weekly with new music.
Curated Local Spotlights: Each playlist features a blend of emerging and iconic artists from the city.
Stronger Local Music Networks: By spotlighting local talent, the campaign fosters deeper connections between artists and audiences.
This transforms listening into an interactive, discovery experience—bridging music, community, and technology.
Date: January 2025
Role: Creative Direction
The benefits of this include:
Gamification, with the unlocking of playlists dependent on location encourages users to share and promote their exclusive playlists and add new artists to their library.
This personalized experience is currently found nowhere else, and its uniqueness offers a bigger reach than Spotify wrapped.
The promotion of local and underground artists builds strong communities and compels listeners to share their collection of unique sounds.
The overall impact is global. Artists can collaborate and host exclusive events and debut early access to users with unlocked cities. The personification of cities into unique and distinct soundtracks inspires listeners to find new music and promote the app across social media.
