Spotify, the world’s leading music streaming service, sought to deepen its connection with Black GenZennials—a critical audience where Apple Music and Amazon Music were gaining traction.
Approach: Quantasy partnered with Spotify to develop a strategy that went beyond traditional engagement. Through in-depth research, we identified the opportunity to establish an authentic, action-driven, and lasting presence for Black creators and culture.
Solution: We created Frequency, a platform dedicated to amplifying Black artists, culture, and storytelling. This included:
Naming & Brand Strategy
Brand Identity & Visual Design
Creative Direction & Content Production (Video & Social Assets)
Impact: Frequency launched as a dedicated space for Black voices, reinforcing Spotify’s role as a cultural leader in the music industry.
Brand Identity & Visual Design
Creative Direction & Content Production (Video & Social Assets)
Impact: Frequency launched as a dedicated space for Black voices, reinforcing Spotify’s role as a cultural leader in the music industry.
The dot patterns were intended to be based on different audio frequencies, generated by the music or podcasts being featured. Animation test by Shaun Harrison.
The Frequency system went through several iterations with the client, ultimately landing on the version below, which was displayed in Times Square and across their various channels. Some real-world executions are posted below.
Brand guidelines / visual identity guidelines were passed on to assist the editorial team in creating a variety of playlist covers and assets to accompany the campaign.
The Frequency system went through several iterations with the client, ultimately landing on the version below, which was displayed in Times Square and across their various channels. Some real-world executions are posted below.
Brand guidelines / visual identity guidelines were passed on to assist the editorial team in creating a variety of playlist covers and assets to accompany the campaign.
