How can we take Spotify’s re-centered initiative as a discovery brand to innovate their current platform?
A Little Background:
As a brand that prides itself on being at the forefront of music culture, we knew that we had to create something innovative and adaptable to their current platform. This idea needed to push beyond Spotify’s current capabilities and encourage a new culture of fandom for the Spotify brand. But first, we had to understand fandom:
“Fandom isn’t people facing something they love, it’s a group of people interacting and sharing with each other, around a thing they love.”
Targeting the Musically Ambiguous Travelers.
According to Spotify Insights, the most impressionable time for experimenting with different musical genres are between the ages 16 and 25. Coincidentally, this age group is also more likely to travel than any other demographic. This connection between exploring music and discovering the world is what led us to our insight.
Discovering Music Goes Beyond a Curated Playlist.
What we found was that Spotify fans don’t just discover music through the playlists in their pocket, but by interacting with the world around them. Seattle and Grunge, Venice Beach and Skate Punk, Jersey Shore and Jersey Club, these areas share a unique marriage between music and culture that is cultivated by the people living there.
Musical Genres Come From Geographical Fandom
Similar to fandom, Grunge, Skate Punk, and Jersey Club all started because the cultural beliefs and values inherent in a specific location fueled off each other, creating new fashions, ideologies, and ways of expressing oneself.
Use Spotify Data to Customize Your Experience
Through their extensive reserve of user data, Spotify has the capabilities to let fans build and create musical personalities that go beyond curated playlists.
Let fans contribute and discover new music by tapping into the rhythmic culture of an area.