Anytime you can start a pitch with a Migos reference...you know it’s about to be a good project.
And it was good! This project won sliver at The Richmond Show for Interactive Campaign
Spotify is one dimensional, existing for most the users to interact in a solely digital realm. That is a problem when music and culture are such lively elements.
The biggest influence on users is not the music in their pocket but the world that they live in.
Leverage Spotify's big data. Humanize the enormous amount of data Spotify collects and give it a personal touch to connect with the users.
Give musical context to the world that surrounds us.
WHAT WE DID
Give locations and landmarks an organic musical personality derived from the people around it.
HOW WE DID IT
Leverage Spotify’s user data to organically populate location-based playlists, based on listening frequency and patterns of users in that proximity.
The Approach/HOW WE GOT HERE
Discovery is Based Around Experience
Discovery brands such as Airbnb bring a level of authenticity and real-life experiences. Engaging the consumer in more than just one way. As a discovery brand Spotify can utilize their platform to engage with users in a different way.
Music is Living and Breathing
"..what makes music special, which is it’s fucking real, and it breathes, and it moves. It doesn’t sit in a fucking list waiting to be handpicked by a computer. " - Zane Lowe
Music has soul its own personality and can help you understand people and places on a different level.
Culture = Tribe
The basic human need for connection. Collective experiences build culture.
Humans are naturally social beings who will forever enjoy making connections, collaborating, and sharing experiences. Fostering connection friends or strangers is fundamental to all consumers who are searching for meaning.
OBJECTIVE : Enrich The User Experience
Make a digital experience more physical.
Change an individual experience feel more collective.
Create something that is more than a fleeting tactic but a sustainable development in their programing.
CONCEPT VIDEO - 1MIN