Propelled by services like Spotify, the music industry has rapidly evolved—leaving many artists struggling. Spotify’s artist-focused team asked us to develop a brand platform that would increase brand sentiment amongst this important segment of their community.
After interviews and qualitative research, we discovered that the root of the sentiment issue for up-and-coming artists was a perception that Spotify didn’t have the artist’s best interests in mind. The initiative needed to prove them wrong.
We launched CO.LAB: a brand platform that connects musicians with the industry’s best—to learn new skills and obtain practical strategies for success in today’s landscape.
We invited a curated group of up-and-coming artists to a series of intimate events focused on providing insights around relevant topics, ranging from touring and release strategies to merch and defining your visual identity. Each activation functioned as a launch for a pre-produced magazine—as well as a content-generating studio—allowing attendees to dive deep into event themes.
Our first 5 events increased Spotify for Artist’s brand sentiment by 38% among our target audience. With thousands of applicants and hundreds of attendees, the platform has gone global, popping up in cities from Atlanta to Auckland.