POLLEN Launch
The POLLEN playlist is home to the most diverse talent in music. In a curation culture obsessed with genre, POLLEN breaks free of the algorithm. So how do we bring this diverse talent alive authentically?
Showcase the individuality of each artist where they feel most at home, their intimate creative spaces. Keeping with each artist's DIY ethos, we collaborated on 6 content pieces that leveraged their home footage, ultimately driving fans to the POLLEN playlist. The content felt lo-fi, breaking free of the high gloss algorithmic content people are used to in their social feeds.
To help grow their fanbases (and POLLEN's fanbase) we leveraged our Spotify similar artists' data to push this content on social to the right fans for each specific artist.
This helped introduce emerging artists to new fanbases, doubling the POLLEN playlist follower count, all in a way that felt authentic to the artists.
