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Spotify x SATURDAY MORNING
Black History is Happening Now
The Brief
Spotify approached SATURDAY MORNING to build a program celebrating the achievements of people of color for Black History month. Our collective goal was to create a meaningful connection with younger African American consumers.
The Idea
Together we built a platform rich with engaging content and suported by real world initiatives that celebrate african American Achievement year round.
We challenged the brief with a simple provocation - The accomplishments of people of color in music cannot be relegated to 28 days during the shortest month of the year. We partnered with artists Janelle Monet and Pharrell to launch and promote this initiative using engaging contect, curated playlists and activations.
The Impact
Black History is Happening Now drove millions of impressions and coverage in Fader, Billboard, Time, Fast Company, Ad Age, Adweek and Mashable to name a few. Visits to the Hub within the Spotify app were inline with other issue based initiatives and the platform continues to live on.
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