Spotify builds FANSHIP through tribes of belonging
Spotify took stanning to the next level by engineering a cultural phenomenon for the youth. Beyond pushing solely listens, Spotify launched campaigns that translated unique cultural nuances into sonic landscapes with FANSHIP.
FANSHIP takes collective stanning to the next level. It transforms listeners into active participants who didn’t just hear the music but felt and lived its pulse within their own communities.
REBELLION SHAPED BY:
Championing local culture
Spotify’s activations didn’t just reach the ever-evolving Filipino listener’s interests. Spotify embedded itself into local culture thanks to relevant efforts that spanned social and IRL spaces.
Spotify RADAR
Acting as the spotlight on what’s next, RADAR supports rising artists by the stage, streams, and support to go from underground to unforgettable.
From playlist placements to platform-wide discovery, RADAR is all about helping fresh talent get heart, seen, and streamed by the Philippines and beyond.
Premium Propensity
Spotify produced hyper-localized audio ads in English, Tagalog, Bisaya, Hiligaynon, Kampampangan, and Ilocano.
These shattered linguistic barriers and promoted inclusive sonic experiences applicable to every listener by speaking to audiophiles in their own language (literally).
Spotlighting niche communities
Spotify launched diverse content and initiatives that broke norms and reflected the multifaceted identities of Filipino youth.
Always-On Social
Whether trendjack, artist feature, or product highlight, Spotify’s Always-On approach enabled everyday discovery and connection. It achieved maximal reach across youth interests, validated the youth’s dynamic listening habits, and promised ever-present sonic discovery.
My Spotify
Connects Spotify to Filipino youth through hyper-localized campaigns designed with specific personas in mind. It shows how Spotify’s there to supplement every moment: from the locked-in students to the overwhelmed (but still determined) everyday hustler.
VJ Camp
Spotify enlisted the youth as active co-creators with the brand. It built connections that resonated deeply with the students and cemented its authenticity within their circles.
Cementing iconic musical moments
Spotify fostered deeper engagement and built vibrant, active communities around its brand. Now a hub for collective youth experiences, Spotify also immortalized all kinds of iconic musical moments that spanned fandoms.
WRAPPED
At the tail-end of 2024, Spotify upgraded its annual year-end recap into a personalized cultural statement that reflected every user and tribe.
The New Hue
With The New Hue, Spotify fosters a community platform where authentic voices ignite crucial cultural conversations.
BALASA
Spotify achieved next-level connection with one of the biggest local fandoms of today: A’TIN. Timed with SB19’s newest release, Spotify directly involved the fanbase in its first 360 In-App and Fan-Powered listening experience called BALASA (Shuffle), turning passive streaming into collective hype and action.
100% Fan Access
These in-person efforts reaffirmed Spotify’s commitment to its most committed fanbases: Swifties and Carats. Through The Taylor Swift Experience and Carat Station, Spotify granted a tangible space for fans to bond, engage, connect, and appreciate their faves’ artistry—with or without a physical concert.
The Rise
(Tangible Brand Impact)
From Streaming Platform to Cultural Connector
Spotify’s uprising turned local fandoms into Fanships—deeper, more human, more lasting, driving up user base and interactions on social and in-app. Spotify became not just where Filipinos listen, but where fans live their culture—with music, artists, and each other.
MONTHLY ACTIVE USERS
19.7M MAU vs. 15M last year
GEN Z MONTHLY USERS
INTERACTION VOLUME
INTERACTION RATE
