New global campaign from Spotify celebrates music fandoms

Spotify has launched a global campaign that focuses on some of the most dedicated fan communities.

The out-of-home work features photography representing the fandoms of seven artists: Chappell Roan, Doechii, Oasis, Olivia Rodrigo, Rosalia, Seventeen, and Turnstile. 

It was created in-house and directed and photographed by Ariel Fisher through Magna Studios.  

The work references items and concepts from the different communities, such as Chappell Roan's fandom wearing pink hats as a reference to the song Pink Pony Club, while Olivia Rodrigo’s following is represented through stickers which refer back to her 2021 album Sour. 

It aims to highlight “the nuances, the inside jokes, and the shared experiences" of the fandoms and the “vibrant communities they’ve built together”.

The campaign will appear across billboards and fly posters globally, including in London, New York, and Los Angeles. 

In London, it will be visible across the London Underground and include a takeover of 1 Quaker Street in Shoreditch from April 21, featuring the visuals for Oasis, with two fans photographed in 1990s-inspired fashion. 

Further out-of-home placements will appear at Albion Street East in Manchester City Centre, and Lichfield Road at Aston Station in Birmingham from April 14. 

The media agency was Publicis OneVibe. 

In December, Spotify launched its annual “Wrapped” campaign with a two-day immersive experience hosted at Outernet London, with the screens displaying London’s listening data. 

For World Mental Health Day in October, the music streaming platform released a campaign with London rapper and zoologist Louis VI, featuring a film and a hub where users could explore therapeutic nature sounds. 

Spotify appointed Publicis OneVibe as its global media agency of record in March last year.