Spotify
"how can we lead culture as a discovery brand?"
OUR SOLUTION // A new Spotify interface that connects listeners to the movements, ideas, and stories behind music.
This was a live client project for Spotify as part of a in-school competition. Our team placed 1st.
Spotify's 'Year in Review' was an animated analysis for user's to discover their year in music. It was both conversation-worthy and an insightful piece of storytelling to its users. The catch? It lacks context within the Spotify platform.
Situation
Spotify uses data to tell stories through music.
Spotify has led the streaming age by leveraging its user data to curate personalized recommendations that people trust and love. While competitors are focused on simple access and availability, Spotify wants to lean in to music as the medium for cultural discovery.
Spotify must define the future of music discovery.
Our Approach
We wanted to better understand not only the relationship between music & culture, but the history of music discovery.
Key Findings
People have become less emotionally connected to their music.
The popularization of playlists has resulted in a passive listening experience where users no longer have to search to discover music.
Limitless access to music has resulted in people carelessly jumping from artist to artist, often learning nothing about the culture behind the music.
Music is an echo of culture.
Music culture is not about the way music sounds; it’s about everything else surrounding the music. It’s about the artists, friends, rebels, and gods. It’s about where it came from, where it’s played, where it’s listened, and who is listening to it.
Today we see artists like Jack Johnson dedicate a tour to fighting climate change, and artists like Beyonce and Kendrick Lamar using music to raise their voice about the Black Lives Matter movement.
Lead Insight
In this streaming era, we have lost touch with the culture behind our music.
We asked ourselves:
How can Spotify connect people with these greater stories of music culture?
Opportunity
A new music format.
Spotify needs to humanize its data to create an in-platform interface that will connect passive listeners to the movements, ideas, and stories behind their music.
[Enter] Spotify+Genius partnership.
Many users recognize Genius for Spotify's 'Behind the Lyrics' feature.
After speaking with Spotify, we learned there was an additional opportunity at hand: reimagining their partnership with Genius to tell those greater stories about music that connect us to culture.
A new way to discover culture
Our first note
Did you know that since 1992, Grey Poupon has been referenced in over 180 rap & hip-hop songs?
Our first Note tells a greater story about rap & hip-hop culture through the Grey Poupon phenomenon.
Endless opportunities
Spotify Notes can evolve with culture and be tailored to business objectives (like reaching a new demographic or expanding brand partnerships).
Team
Sarah Wallace (AD), Clayton Notestine (CW), Harding Coughter (XD), Joe Baumgardner (CBM), Christian Marchant (ST), Carly Harrison (ST)
My Role
Identifying problem
Conducting competitive analysis
Crafting strategy
Designing presentation deck