Unleash your alter ego with
Spotify B-Side
Get music lovers who have numerous tastes in music to see Spotify as a platform that encourages your different sides of music by telling them Spotify has a new B-Side that allows you to listen to your alter ego side freely without having it collide with your regular Spotify music.
The Challenge
Generation Z & Millennial listeners view audio as a mental health resource, Spotify wants to bring a positive, connecting power of our platform to more listeners across the globe.
[Consumer Problem] Spotify is often perceived solely as an entertainment platform; we want to expand that perception.
The Solution
[The insight] People hide what they really listen to in case it shows up on their profile (and their end-of-year wrapped).
Introducing Spotify B-Side: a space for you to embrace all your musical identities. This separate profile keeps your diverse tastes distinct from your main account, curating a homepage that reflects your alter ego’s listening habits, allowing for more freedom in what you enjoy. B-Side also includes your own Spotify Unwrapped at the end of the year!
The Team: Aryaman Srimal (Strategist), Derin Kavalcioglu (copy-Writer), Kareena Pinto (strategist), Mackenna Sternberg-Maguire (Art-Director), Mariia Demina (Art-Director) & Tak Morshuis (Art-Director)
