Discovering a new track can make you feel a whole new way about the commute you’ve done a million times. Unearthing an old classic can take you immediately back in time to the 6th grade. Exploring an artist’s catalogue can make you love them even more.
What’s Next is a celebration of discovery - new music, artists, genres, playlists, and the Spotify app itself. It’s the idea that we are looking to the future and picking music that’s best for you. We only to look as far as Spotify’s UI to see that the shuffle icon is a great visual representation of discovery. As the forward arrows point the listener in the direction of what’s next, this visual device implies an unpredictable adventure, representing how curious and engaged music fans use Spotify.
The campaign has driven tremendous growth in LATAM, Southern European, Southeast Asian, and South African markets, proving that Spotify knows users love what they love but also that they're going to love what Spotify has for them next.
What’s Next was also chosen to represent and guide the visuals for the Spotify House at the Cannes Lions International Festival of Creativity, demonstrating the campaign's ability to adapt to tangible spaces and experiences.
Discovery Short Commercial
What’s Next at Spotify House in Cannes
This project was done with the team at Spotify. Special thanks to the core team: Martin Berggren (Sr. AD), Heather Brodie (CD), Jonathan Chu & Christy Motch (Brand Manager), Hugo Norqvist (Global Marketing Manager), Gabby Kreutter (Producer). Extended collaborators: Ely Kim and the team at Ways and Means (Short Commercial), Rainy Fu, Erik Herrstrom.