Find Your Flow Digital Experience • Leveraging Spotify's Data to Connect With Young Fans

Spotify is one of the most influential audio streaming platforms, a feat attributable to features like the ability to create personalized playlists and discover new music through curated recommendations. Constantly striving to offer unparalleled experiences, they pay close attention to their consumers’ behaviors and interests—which allowed them to notice an industry-wide increase of 170% in Latin music streams in the last five years. Recognizing this as a prime opportunity to establish stronger connections with younger listeners, we collaborated with Spotify to develop and amplify a digital experience that taps into urban music, one of Gen Z’s favorite genres, and their yearning for personalization.

To establish Spotify as the ultimate hub for urban music fans, we developed Find Your Flow, an ingenious digital experience that leverages the platform’s consumption data to analyze people’s musical preferences and assign them a specific style within the urban genre. Known as a “flow persona,” each style is accompanied by fun and unique visuals inspired by its most prominent artists and producers, along with shareable assets for users to showcase their musical identities. Whether you identify as a “Pegao,” well-versed in the latest bangers and their accompanying dance moves, or a “Legend” with a penchant for reggaeton classics, the experience includes a curated playlist for each flow—enhanced by exclusive content, unique activations and merchandise. 

Thanks to the experience’s shareable features, which Spotify excels at, we were able to organically boost engagement through social media. On top of that, we developed content for each platform, which reinforced the call to action. With an overall impressive performance and excellent results, Find Your Flow has become one of Spotify’s most engaging experiences worldwide; a demonstration of the immense power of insight-driven creative solutions in establishing brand awareness.