Spotify Uses Data to Name Hip-Hop's Future
Spotify is leveraging its data to shape music culture, placing billboards in eight cities to name the artists it believes should "lead hip-hop forward." The move sparked conversation and serves as a case study in how brands use proprietary data—like stream counts and audience segments—to drive creative campaigns and social buzz.
The campaign, run by Spotify's influential playlist RapCaviar, identified eight artists to spotlight on billboards in their hometowns. The list included GloRilla in Memphis, Doechii in Tampa, Central Cee in London, BigXthaPlug in Dallas, Baby Keem in Las Vegas, Sexyy Red in St. Louis, Rod Wave in St. Petersburg, and Lil Tecca in New York. This initiative is a continuation of Spotify's long-running strategy of using listener data to generate culturally relevant advertising. Previous campaigns, like the global "Thanks, 2016. It's been weird" series, showcased bizarre and humorous user listening habits on large billboards, turning aggregated data into relatable stories. The "Hip-Hop Needs New Leaders" tagline aimed to ignite a discussion about who will define the genre in the coming decade, following the long-standing dominance of figures like Drake, Kendrick Lamar, and J. Cole. To further this, Spotify allowed fans to vote in the app for the artist they believe will lead hip-hop's next generation. The selection of artists was not without debate, sparking conversations and criticism across social media. Some fans and media personalities, like DJ Akademiks, questioned the exclusion of other rising artists and the very premise of a platform anointing new leaders for the genre. This type of marketing, turning proprietary data into public conversation, is a tactic also used by other major brands. Netflix, for example, uses its vast viewership data to personalize content promotions and guide its original series renewals. Similarly, the grocery delivery app Gorillas used hyper-local purchasing data for its debut ad campaign in London, "Whatever London Wants." This campaign is part of a larger trend of Spotify using out-of-home (OOH) advertising to connect with fans in the physical world. In 2023, the company celebrated the 50th anniversary of hip-hop with murals in cities like Miami, Atlanta, and New York, honoring local legends and their impact on the genre.
