Spotify Frequency Campaign

"Spotify is the world’s #1 music streaming service. Despite their status, they wanted to create greater impact with the critical cohort of Black GenZennials as Apple Music and Amazon Music were already making large strides with this community. Quantasy partnered with Spotify to build the strategy to engage this listener group. Following an in-depth research and planning phase, we determined that Spotify’s opportunity was to create an authentic, action-oriented, sustainable presence for today’s listener. We created “Frequency,” a new platform that highlights Black creators and culture. The work including naming, brand strategy, brand identity, creative and production of video and social assets to launch." - Quantasy.com | Client: Spotify / CCO: Will Campbell / Design Direction and Vis ID: Emma Vallee Callinan / Creative Direction: Lucy Wang

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.

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