Spotify

Celebrating Black music, every day of the year

Black History Month is important. But confining the celebration of Black culture to 28 days felt limiting. Black artists don’t just shape music in February. They shape it all year long. Hip-hop, R&B, jazz, gospel, rock, pop. The influence runs deep and wide. Spotify wanted to honor that in a way that wasn’t seasonal. Something that lived beyond a calendar.

The insight was about commitment. Not a moment. A movement. If Spotify was going to show up for Black creators, it had to mean something. It had to be real. And it had to last.

I led the creative on ‘Phenomenal Black Music,’ the campaign at the heart of Black History Is Now. We built curated playlists that highlighted the breadth and depth of Black artistry. We partnered with artists like Pharrell, Kendrick Lamar, and Janelle Monáe for exclusive content and digital storytelling that connected fans to the people behind the music. And we took it offline with live events. Intimate performances. Artist panels. Community gatherings. Spaces where fans could engage directly with the artists who shaped the soundtrack of their lives.

30% increase in engagement on curated playlists. 20% boost in streams for featured artists. Sold-out events and meaningful media coverage. But the real impact was the message: Black music isn’t a moment to acknowledge. It’s a force to celebrate. Every single day.