spotify presents: frequency zine
🏆 2024 clio bronze winner 🏆

what is frequency?

frequency is spotify’s home for the future of black creativity, 365 days a year. this always-on-content brand was birthed out of the need for spotify to forge a deeper connection with black gen-z as well as showcase their commitment to the black community.

challenge

bhm isn’t relatable to black gen-z as it feels outdated, repetitive, and entirely too serious. how do we show uniquely show up during bhm and beyond in a way that will resonate with our audience?

opportunity
reinforce our positioning as spotify’s home for the future of black creativity 365 days a year— using this cultural moment to drive awareness of frequency and showcase spotify’s commitment to the black community.

approach

for this bhm 2023, we launched frequency zine with 6 artists across 6 different genres— showcasing the breadth of black music, and partnered with visual artist, ian woods to develop the visual identity. we extended the work across on-platform, editorial, OOH, digital partnership with highsnobiety, and social.

to sustain the moment post-launch, we turned the larger “pulse moment” into a social franchise, launching a new zine across paid and organic socials each month. we’d use each zine launch to drive back to the frequency hub on-platform where users could listen to each artist’s latest release.