Talking ‘bout your (music) generation.

FYI this was a project I CDed, so shout out to the creative team (Nate and Rob) on this one!

We wanted to bring generations together using Spotify. So we created a campaign that showed how key playlists and genres bring generations together, and culminated in a truly viral moment: The Music Generation experience.

Tho only launched locally, it was highly sought after by users across Asia and the world, and went on to influence the most viral moment of Spotify Wrapped 2025 (see below).