Asian Heritage Month
Stories and achievements from the Asian community are oftentimes overshadowed, underestimated or undersold. To highlight and celebrate them for this year’s Asian Heritage Month, the Brand & Creative team at Spotify focused on amplifying the rising Asian voices who are redefining culture.
We pitched the idea of a visual refresh to playlists on the existing platform, giving it a voice and personality that it deserves. Taking elements from a rich spectrum of Asian cultures and influences, we interpreted visual graphics that felt uniquely true to our message. Our direction was based on vintage Asian ads, prints and calendars. Back when manual crafts were prevalent, these mediums allowed artists to express their art and creativity. And today, it also serves as the perfect inspiration to showcase how the past can redefine the present.
The first collaboration between the B&C team and the ERG group (spACE and Desis) was a huge success. More artists than ever supported us on-platform and sent us songs and videos for playlists and social. And internally, events like the live-taping of Dumbfoundead's Fun with Dumb podcast and the Asian Women in Music Panel featuring Madame Gandhi, brought in massive crowds.
This project was done with the team at Spotify. Special thanks to April Pascua & Rainy Fu (AD), with Extended Team: Jill Menor (Copywriter), Christine Andren (Brand Manager), Ronny Ho and Kate Lee (spACE), Himanshu Suri and Vineeta Malhotra (Desis).