SOUNDS OF THE CITY

Spotify

PROBLEM

As gentrification pushes original residents out of neighborhoods, the local music that has defined these areas for decades is forgotten.

INSIGHT

Appreciation of artists and listeners is a key brand value of Spotify.

BIG IDEA

Through gorgeous murals placed around NYC featuring Spotify scan codes, Spotify will tangibly demonstrate the brand’s appreciation for listeners, artists, and the communities they and their music come from.

IMPACT

These murals, along with accompanying information about historical and modern music that has defined these neighborhoods, will help ensure local culture remains remembered and appreciated.

In various locations around NYC, Spotify will commission a local muralist to create a piece representative of the area’s unique music and culture. Next to the mural, Spotify will provide information about the location’s musical history and a scan code that directs listeners to a playlist full of songs from local musicians.

This idea will benefit local muralists and musicians by increasing their reach and drawing in new fans. It will simultaneously benefit community members by providing them with gorgeous art and new music that is representative of their neighborhood. Furthermore, by keeping alive the rich cultures and histories of communities, this campaign combats the effects of gentrification. 

After scanning the Harlem mural’s scan code on the Spotify app, individuals will be directed to a playlist that showcases historical music that has defined the area, as well as new up-and-coming local artists.

Each NYC neighborhood will have their own mural and playlist that represents the area’s unique music and culture. This idea could be expanded to other major cities as well, both nationally and internationally.