Spotify

Celebrating Black music, every day of the year

Black History Month is important. But limiting the celebration of Black culture to a single month felt incomplete. Black artists shape music every day. Across genres, generations, and global culture.The opportunity was to move from a moment to a sustained commitment.

The insight was about consistency. If Spotify was going to show up for Black creators, it needed to be ongoing, visible, and meaningful. Not a campaign tied to the calendar, but a platform that could live year-round. I led the creative for Phenomenal Black Music, the centerpiece of the Black History Is Now initiative. We built a system of curated playlists highlighting the breadth of Black artistry, supported by collaborations with artists including Pharrell, Kendrick Lamar, and Janelle Monáe. Digital storytelling connected fans more directly to the creators, while live events created space for deeper engagement through performances, conversations, and community.

The response was strong. Playlist engagement increased by 30%. Streams for featured artists grew by 20%. Events sold out and drove meaningful cultural conversation.

More importantly, it reframed the narrative. Black music isn’t something to recognize once a year. It’s something to celebrate every day