Music fans do some crazy sh*t, and being a fan deserves to be recognized! Bringing this campaign to life and leading it with an incredible in-house team was an organic expression of what we live, love and breathe at Spotify everyday. Bringing fans closer to the music and artists they love is the thing that fuels us. We understand fans because we’re fans, too. What others may call obsession we see as passion. That passion is what drives music, and we’re here to celebrate it. 

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Bad Bunny, Charli xcx, Lil Uzi Vert, Rezz, Sleep Token, Megan Moroney, and Pitbull were featured in this brand work, with each film spotlighting real-life fans partaking in the distinctive rituals and celebrations that define their communities, from a touching dance party with a Bad Bunny fan and his abuela, to a late-night (or very early morning) bike ride for Charli fans, to Pitbull devotees donning the iconic bald caps and suits. Watch them all below!

Our campaign also went global to spotlight local artist fandoms that resonate deeply with regional audiences. In Italy, Kid Yugi, ANNA, and Alfa capture the passion of a new generation of listeners. In Spain, Aitana continues to shape the sound of a movement. France lights up with Angèle, Aya Nakamura, Tiakola (my personal favorite!), and La Mano 1.9, while Germany celebrates Berq, Nina Chuba, Tokio Hotel, and Souly. Mexico’s lineup brings together Shakira, LATIN MAFIA, Enjambre, Cachirula, and Sabino, and Brazil pulses with Natanzinho Lima, Duquesa, Anitta, and Pabllo Vittar. Across the U.K., PinkPantheress embodies the distinct voice of a devoted community.