360 Campaign
Spotify Cultural Partner
How a global platform learned to sound like home in three African markets.
Overview
We worked with Spotify from 2022 to 2024 across Nigeria, Ghana and Kenya. The brief was wide. Creator management, event production, campaign rollouts, and a quieter but equally important role: serving as Spotify's cultural bridge on the continent. When the team needed a sense of what was moving in the culture, where to show up, and who to show up with, we were in the room.
Spotify Cultural Partner
The Challenge
Spotify is global. Africa is local, three times over. Nigeria, Ghana and Kenya don't move the same way. The artists are different. The fans are different. The conversations on social are different. A global platform can't drop the same playbook into all three and hope it lands. It needs people on the ground who can translate.
At the same time, Afrobeats was having its moment. Streams were exploding. The world was watching. Spotify needed work that celebrated the genre's rise without flattening it into one easy story, and that kept the brand close to the artists, fans and creators making the moment happen.
Spotify Cultural Partner
The Solution
We ran several streams of work in parallel. • Creator network management across Nigeria, Ghana and Kenya. We managed a curated network of creators whose work kept Spotify present in everyday cultural conversations on the continent. • Spotify Wrapped, three times over. We produced three Wrapped activations: two in Lagos and one in Nairobi. We managed the influencer rollout, handled guest listing, and made sure the talent had early access to their Wrapped so they could lead the conversation when it broke. • Afrobeats: Journey of a Billion Streams. A three-day celebration in Lagos that brought Spotify executives to Nigeria for the first time at that scale. It started with a dedicated webpage telling the story of Afrobeats, then moved into a series of live events celebrating the genre. We worked closely with the music and comms teams to manage artist performances and shape the broader rollout.
• VP Kamala Harris in Ghana. During the US Vice President's 2023 tour of Africa, we supported the Spotify team on her stop in Ghana. The work included promoting her My Travels: Ghana, Tanzania, and Zambia playlist and her visit to Vibrate Space, the Accra creator hub Spotify has partnered with since 2022. • Cultural consultancy. Beyond specific campaigns, we were consulted regularly on which partnerships Spotify should be involved with, which conversations to enter, and which moments to step back from. The work was as much about saying no to the wrong things as saying yes to the right ones.
Spotify Cultural Partner
Performance Results
Afrobeats had its biggest years on Spotify during the time we worked together, and we're proud of the part we played in helping the platform celebrate that moment from inside the culture, not outside it.
Reach
via Spotify Wrapped activations
Wrapped Events
produced across Lagos and Nairobi
Afrobeats Celebration
in Lagos with Spotify executives in-market
Numbers aside, the real result was a Spotify that felt local in three markets that don't take being grouped together lightly.
Spotify Cultural Partner
Final thoughts
Spotify taught us what a real partnership looks like. The best global brands working in Africa don't import a strategy. They borrow the ears of people who already live here. Over three years, we got to sit inside that process for one of the world's biggest platforms, and we watched how much better the work gets when the cultural read happens before the brief, not after. It also confirmed something we already suspected. Events, creators, partnerships and consultancy aren't separate disciplines. When they're built together, by a team that understands the room, the work doesn't just perform. It belongs.
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360 Campaign
Spotify Cultural Partner
How a global platform learned to sound like home in three African markets.
Overview
We worked with Spotify from 2022 to 2024 across Nigeria, Ghana and Kenya. The brief was wide. Creator management, event production, campaign rollouts, and a quieter but equally important role: serving as Spotify's cultural bridge on the continent. When the team needed a sense of what was moving in the culture, where to show up, and who to show up with, we were in the room.
Spotify Cultural Partner
The Challenge
Spotify is global. Africa is local, three times over. Nigeria, Ghana and Kenya don't move the same way. The artists are different. The fans are different. The conversations on social are different. A global platform can't drop the same playbook into all three and hope it lands. It needs people on the ground who can translate.
At the same time, Afrobeats was having its moment. Streams were exploding. The world was watching. Spotify needed work that celebrated the genre's rise without flattening it into one easy story, and that kept the brand close to the artists, fans and creators making the moment happen.
Spotify Cultural Partner
The Solution
We ran several streams of work in parallel. • Creator network management across Nigeria, Ghana and Kenya. We managed a curated network of creators whose work kept Spotify present in everyday cultural conversations on the continent. • Spotify Wrapped, three times over. We produced three Wrapped activations: two in Lagos and one in Nairobi. We managed the influencer rollout, handled guest listing, and made sure the talent had early access to their Wrapped so they could lead the conversation when it broke. • Afrobeats: Journey of a Billion Streams. A three-day celebration in Lagos that brought Spotify executives to Nigeria for the first time at that scale. It started with a dedicated webpage telling the story of Afrobeats, then moved into a series of live events celebrating the genre. We worked closely with the music and comms teams to manage artist performances and shape the broader rollout.
• VP Kamala Harris in Ghana. During the US Vice President's 2023 tour of Africa, we supported the Spotify team on her stop in Ghana. The work included promoting her My Travels: Ghana, Tanzania, and Zambia playlist and her visit to Vibrate Space, the Accra creator hub Spotify has partnered with since 2022. • Cultural consultancy. Beyond specific campaigns, we were consulted regularly on which partnerships Spotify should be involved with, which conversations to enter, and which moments to step back from. The work was as much about saying no to the wrong things as saying yes to the right ones.
Spotify Cultural Partner
Performance Results
Afrobeats had its biggest years on Spotify during the time we worked together, and we're proud of the part we played in helping the platform celebrate that moment from inside the culture, not outside it.
Reach
via Spotify Wrapped activations
Wrapped Events
produced across Lagos and Nairobi
Afrobeats Celebration
in Lagos with Spotify executives in-market
Numbers aside, the real result was a Spotify that felt local in three markets that don't take being grouped together lightly.
Spotify Cultural Partner
Final thoughts
Spotify taught us what a real partnership looks like. The best global brands working in Africa don't import a strategy. They borrow the ears of people who already live here. Over three years, we got to sit inside that process for one of the world's biggest platforms, and we watched how much better the work gets when the cultural read happens before the brief, not after. It also confirmed something we already suspected. Events, creators, partnerships and consultancy aren't separate disciplines. When they're built together, by a team that understands the room, the work doesn't just perform. It belongs.
Previous Project
Next Project
360 Campaign
Spotify Cultural Partner
How a global platform learned to sound like home in three African markets.
Overview
We worked with Spotify from 2022 to 2024 across Nigeria, Ghana and Kenya. The brief was wide. Creator management, event production, campaign rollouts, and a quieter but equally important role: serving as Spotify's cultural bridge on the continent. When the team needed a sense of what was moving in the culture, where to show up, and who to show up with, we were in the room.
Spotify Cultural Partner
The Challenge
Spotify is global. Africa is local, three times over. Nigeria, Ghana and Kenya don't move the same way. The artists are different. The fans are different. The conversations on social are different. A global platform can't drop the same playbook into all three and hope it lands. It needs people on the ground who can translate.
At the same time, Afrobeats was having its moment. Streams were exploding. The world was watching. Spotify needed work that celebrated the genre's rise without flattening it into one easy story, and that kept the brand close to the artists, fans and creators making the moment happen.
Spotify Cultural Partner
The Solution
We ran several streams of work in parallel. • Creator network management across Nigeria, Ghana and Kenya. We managed a curated network of creators whose work kept Spotify present in everyday cultural conversations on the continent. • Spotify Wrapped, three times over. We produced three Wrapped activations: two in Lagos and one in Nairobi. We managed the influencer rollout, handled guest listing, and made sure the talent had early access to their Wrapped so they could lead the conversation when it broke. • Afrobeats: Journey of a Billion Streams. A three-day celebration in Lagos that brought Spotify executives to Nigeria for the first time at that scale. It started with a dedicated webpage telling the story of Afrobeats, then moved into a series of live events celebrating the genre. We worked closely with the music and comms teams to manage artist performances and shape the broader rollout.
• VP Kamala Harris in Ghana. During the US Vice President's 2023 tour of Africa, we supported the Spotify team on her stop in Ghana. The work included promoting her My Travels: Ghana, Tanzania, and Zambia playlist and her visit to Vibrate Space, the Accra creator hub Spotify has partnered with since 2022. • Cultural consultancy. Beyond specific campaigns, we were consulted regularly on which partnerships Spotify should be involved with, which conversations to enter, and which moments to step back from. The work was as much about saying no to the wrong things as saying yes to the right ones.
Spotify Cultural Partner
Performance Results
Afrobeats had its biggest years on Spotify during the time we worked together, and we're proud of the part we played in helping the platform celebrate that moment from inside the culture, not outside it.
Reach
via Spotify Wrapped activations
Wrapped Events
produced across Lagos and Nairobi
Afrobeats Celebration
in Lagos with Spotify executives in-market
Numbers aside, the real result was a Spotify that felt local in three markets that don't take being grouped together lightly.
Spotify Cultural Partner
Final thoughts
Spotify taught us what a real partnership looks like. The best global brands working in Africa don't import a strategy. They borrow the ears of people who already live here. Over three years, we got to sit inside that process for one of the world's biggest platforms, and we watched how much better the work gets when the cultural read happens before the brief, not after. It also confirmed something we already suspected. Events, creators, partnerships and consultancy aren't separate disciplines. When they're built together, by a team that understands the room, the work doesn't just perform. It belongs.
Previous Project
Next Project
Transforming brands is our love language
Transforming brands is our love language