Scene
Music fans have always loved having posters of their favourite artists and hanging them up on their walls. Stealing posters from the streets would usually end badly, Spotify, however, decided to turn it around and turn the behaviour into their campaign.
New York City, filled with posters and banners, is the perfect playground for a campaign of this sort. Spotify put up ads of different sizes all around the city that feature perforated sections designed to be ripped away, with a handful of artist-signed versions hidden among them.
Created by Spotify’s in-house team, the latest work features real fan communities including A$AP Rocky devotees wearing pink hair rollers, Geese fans in crocheted goose hats and Zara Larsson fans embracing early-2000s maximalism.
The execution forms part of the third instalment of Fan Life, Spotify’s global celebration of the rituals that form around artists and live music.
