Spotify

The Challenge – Spotify recognized the need to celebrate Black culture and creativity every day, not just during Black History Month. There was a chance to highlight the immense impact of Black creators on music and culture year-round, and Black History Is Now was born to make that vision a reality.

The Insight – The objective was to create a campaign that authentically honored Black artists and their profound influence on the music industry, with a commitment to continuously amplifying their voices. Our strategic approach leveraged the emotional and cultural power of music to engage listeners, employing digital storytelling and live experiences to forge deeper connections between Black creators and their audiences.

The Solution – As the creative lead, I spearheaded the ‘Phenomenal Black Music’ campaign, developing a comprehensive strategy that featured curated playlists, exclusive content from influential Black artists like Pharrell, Kendrick Lamar, and Janelle Monáe, and digital storytelling that resonated worldwide. We complemented this with special live events, including intimate performances, artist panels, and community gatherings, to celebrate and highlight the contributions of Black musicians. These live activations served as a powerful platform for fans to engage directly with their favorite artists.

The Impact – The campaign led to a 30% increase in engagement on Spotify’s curated playlists and a 20% boost in streams for featured Black artists. The live events drew significant attendance and media attention, sparking conversations about the enduring influence of Black music. Black History Is Now was praised for its authenticity and cultural relevance, solidifying Spotify’s commitment to uplifting Black voices and celebrating their contributions all year long.