Spotify “Up-Close”
(Class Project)
Role: Concept Development | Creative | Project Management
Ask: Create a campaign that spreads joy through music and reinforces the connection between fans and artists.
Insight: Fans want to feel a greater sense of connection to their favorite artists.
You dream of being noticed— we all do. You want to feel seen and valued by those you idolize. You want Billie to lock eyes with you and whisper sing into your soul. You want Liam Gallagher to scold you and call you a wanker for sobbing in his presence— you want to be part of the select few where this becomes a reality— to experience Spotify up-close and personal. Stream it on stage.
Our Big Idea: Let’s connect artists to their fans through exclusive and intimate Spotify ‘top listener’ concerts.
moodboarding/brainstorming
https://www.pinterest.com/tonyleerod/spotify/
Billboards and lyric displays will appear in cities where a Spotify Up Close concert will be held, hinting at which artist will be making an appearance. Only real fans will know who we’re talking about.
BILLBOARDS
LYRIC DISPLAYS
YOU’RE IN!
Top fans who qualify to attend a live session will be notified in the Spotify app with a code, date, location, and link to download their ticket.
AT THE EVENT
Taking place in local coffee shops, bookstores, and bars, the live sessions will cultivate a unique and intimate atmosphere.
Fans who attend the live sessions will be rewarded with exclusive lanyards and wristbands at the venue entrance.
EVENT MERCH
Exclusive Spotify Up Close event merch, specific to each artist and hidden venue, will be sold at the event.
VENUE MEMORABILIA
Post-performance venue memorabilia will honor and highlight the unexpected locations that transformed into a Spotify Up Close venue for a night.