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Spotify

REVITALIZE A CULTURE OF CRAZY

REVITALIZE A CULTURE OF CRAZY

REVITALIZE A CULTURE OF CRAZY

The assignment

OPERATION: RETURN TO COOL

Global Head of Music Marketing

My goal at Spotify was simple: evolve Spotify's work with musicians to be closer to the cultures their music regularly affects. The work below is a small collection, sampled from my start in 2020, that reflects a commitment to revitalizing a culture of crazy, where we uplift the platform and its creators in more fun, dynamic and interesting ways.

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The assignment

OPERATION: RETURN TO COOL

Global Head of Music Marketing

My goal at Spotify was simple: evolve Spotify's work with musicians to be closer to the cultures their music regularly affects. The work below is a small collection, sampled from my start in 2020, that reflects a commitment to revitalizing a culture of crazy, where we uplift the platform and its creators in more fun, dynamic and interesting ways.

play
The assignment

OPERATION: RETURN TO COOL

Global Head of Music Marketing

My goal at Spotify was simple: evolve Spotify's work with musicians to be closer to the cultures their music regularly affects. The work below is a small collection, sampled from my start in 2020, that reflects a commitment to revitalizing a culture of crazy, where we uplift the platform and its creators in more fun, dynamic and interesting ways.

Highlighted Work

Today's Top Hits

The Hit Lab | Rebranding a Cultural Behemoth

We launched a multi-market campaign to communicate the credibility and indispensable nature of Today’s Top Hits as the biggest, most influential music destination in the world. With a visually arresting creative concept led by top-tier artists, we achieved incredible engagement, conversation & buzz. We hit 375M PR impressions & 200K total social mentions. Several social posts beat @Spotify benchmarks and generated organic pickup through culturally-relevant content.

1:02
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1:02
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Highlighted Work

Today's Top Hits

The Hit Lab | Rebranding a Cultural Behemoth

We launched a multi-market campaign to communicate the credibility and indispensable nature of Today’s Top Hits as the biggest, most influential music destination in the world. With a visually arresting creative concept led by top-tier artists, we achieved incredible engagement, conversation & buzz. We hit 375M PR impressions & 200K total social mentions. Several social posts beat @Spotify benchmarks and generated organic pickup through culturally-relevant content.

1:02
play
Highlighted Work

Today's Top Hits

The Hit Lab | Rebranding a Cultural Behemoth

We launched a multi-market campaign to communicate the credibility and indispensable nature of Today’s Top Hits as the biggest, most influential music destination in the world. With a visually arresting creative concept led by top-tier artists, we achieved incredible engagement, conversation & buzz. We hit 375M PR impressions & 200K total social mentions. Several social posts beat @Spotify benchmarks and generated organic pickup through culturally-relevant content.

Global Cultural Exchange

Kendrick Lamar In Ghana

Mini-Documentary

In this project, we were able to capture Kendrick Lamar's visit to Ghana in a video that quickly garnered 2.6 million views, showcasing our journey into the heart of cultural storytelling. This initiative allowed us to transcend traditional music streaming, narrating an artist's profound personal growth and the vibrant exchange between cultures. Through this engagement, we brought to life a global dialogue, deepening the connection between artists and audiences worldwide, and showcasing the universal power of music and shared human experiences.

3:56
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3:56
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Global Cultural Exchange

Kendrick Lamar In Ghana

Mini-Documentary

In this project, we were able to capture Kendrick Lamar's visit to Ghana in a video that quickly garnered 2.6 million views, showcasing our journey into the heart of cultural storytelling. This initiative allowed us to transcend traditional music streaming, narrating an artist's profound personal growth and the vibrant exchange between cultures. Through this engagement, we brought to life a global dialogue, deepening the connection between artists and audiences worldwide, and showcasing the universal power of music and shared human experiences.

3:56
play
Global Cultural Exchange

Kendrick Lamar In Ghana

Mini-Documentary

In this project, we were able to capture Kendrick Lamar's visit to Ghana in a video that quickly garnered 2.6 million views, showcasing our journey into the heart of cultural storytelling. This initiative allowed us to transcend traditional music streaming, narrating an artist's profound personal growth and the vibrant exchange between cultures. Through this engagement, we brought to life a global dialogue, deepening the connection between artists and audiences worldwide, and showcasing the universal power of music and shared human experiences.

Other Selected Work

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Making Sound Personal

Making Sound Personal

Making Sound Personal

Making Sound Personal

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