The RapCaviar Day 1 Club is a digital experience in which listeners can use their Spotify data to discover – and then prove to the world – how big a fan they really are of their favourite hip-hop and rap artists. In order to increase listenership within hip-hop, we doubled down on our most differentiated content franchise of RapCaviar to leverage our existing fanbase to bring in new audiences.

Cue the RapCaviar Day 1 Club: a digital experience that used the zeitgeist of discovery and bragging rights of hip-hop fans by tapping into their competitive nature and giving them personalised data to prove their fandom. This became the most successful microsite launch at Spotify outside of Wrapped and further established Spotify as a cultural authority in hip-hop through a groundswell of positive conversation with culturally significant artists and influencers.

This was a 360 campaign with digital, social, OOH, influencers, OLV, OTT, a microsite, print, and press. We redefined what it means to be a fan of an artist from listening to them the MOST, to listening to them FIRST.