Championing the best in independent music and creativity with Spotify Fresh Finds
How we created a series of bespoke playlist covers exploring the ever-evolving relationship between sound and vision.
In partnership with Spotify, Fresh Finds saw It’s Nice That collaborate with a group of global creatives to explore creativity across various music genres, as well as specific artists. Jointly celebrating emerging talent across music and the creative world, we created a series of playlist covers representing a variety of genres within Fresh Finds, Spotify’s suite of playlists championing the best new music by independent artists.
To create a series of playlist covers for Spotify’s Fresh Finds playlists, celebrating the best new music by independent artists, seen through the eyes of independent creatives.
Spotify Fresh Finds saw us commission two types of playlist covers. The first was a series of portraits of exciting, upcoming artists featured within the playlists. Each was illustrated by Colombian artist Adriana Lozano, who took one artist featured and illustrated their portrait, turning them into a figurehead of the best new music in their genre. Delving into deep research for each chosen artist, Adriana pulled together elements like their expressions, outfits and social media presence to create representative portraits in her signature illustration style.
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Spotify Fresh Finds: Hip Hop, AG Club
“It was a great feeling to direct a project that had input from so many different parts of the world. And thrilling to partner emerging creative artists with up-and-coming musicians.”Elsa, Creative at It’s Nice That
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Spotify Fresh Finds Indie: Robin Clifford Ellis
The next set of playlist covers were more genre-focused. We commissioned ten creatives from around the world, and each artist developed a playlist template visualising the characteristics of their given genre. Across the Fresh Finds playlists, this included interpretations of Hip Hop, The Wave, Basement, Rock, Pop, Indie, Country, Latin and Experimental genres. These genre-focused playlist covers offered us an opportunity to collaborate with a broad range of creative styles, as well as locations.
Uruguayan artist Antonio Carrau, a creative who predominantly uses collage in his practice, used his style to represent the diversity and boldness of Latin music, for example. Helsinki-based Robin Clifford Ellis used his felt-tip-like style to portray the hazy feel of the Indie genre, while London-based Alfie Kungu used his character-filled illustration style to draw out the qualities of Hip Hop.
Elsewhere, creatives took approaches from their genre to fuel their creative practice. Paris-based Thamil Nabil’s interpretation of Experimental music is purposefully fluid – given the wide-ranging nature of the genre – choosing to work by hand to offer a raw look to each cover. Whereas Brazilian illustrator Paola Saliby referenced the nostalgic feel of Pop music in her illustrations. “Pop music takes me right back to my pre-teenager years, when I used to carry my discman everywhere and would listen to Spice Girls, Alanis Morissette and Britney, repeatedly,” she told It’s Nice That. Paola’s visual interpretation of Pop ignites this feeling through illustration, with an artwork which presents the pure joy pop music evokes.
- Total campaign reach of over 1.5 million across It’s Nice That’s channels
- Over 800,000 social reach across our channels
- Over 10,000 page views on editorial articles
Our final playlist cover designs were then shared across Spotify’s channels, offering incredible exposure for the 11 creatives we had commissioned. Adriana’s illustrations also offered musicians the opportunity to have a bespoke portrait, with several artists sharing her work via Instagram and even purchasing a piece to keep.
Not only offering a new visual experience for users engaging with the Fresh Finds playlists on the Spotify app, the genre playlist creations were also shared via the brand’s digital billboard in Times Square, New York.