Launching Frequency

In the aftermath of 2020’s BLM protests, Spotify went beyond a charitable donation. We launched Frequency; a space devoted to celebrating Black creators and communities. Our launch included a net new content hub, social, OOH, partnerships and more.

Most notably our launch film series, directed by Mike Carson, featured the next generation of Black talent including Baby Tate, Amorphous, and Higher Learning Podcast’s Van Lathan and Rachel Lindsay.

Local & Global

Our Ripple Effect playlists highlight regional Black sounds, emerging artists, and their contributions to popular music culture. In July 2021, we produced the documentary film Sunday Dinner featuring DMV natives Pusha T, Ari Lennox, Big G, and Rico Nasty discussing their progression, struggles and shared experiences.

On a global scale, Frequency’s social video series provides an intimate introduction to Black creators from across the diaspora, including Yendry, Little Simz and Smino.

Making A Difference

To drive change in the real world, we created the Raising The Frequency Ambassador Program, partnering with industry execs on everything from charitable donations to songwriting camps.

The inaugural ambassadors are Archie Davis, RCA’s SVP of Marketing/A&R, Eve Fairley-Chickwe, AWAL’s A&R Director, Monique Blake, General Manager of Swizz Beatz Productions, and Tommy Brown, GRAMMY and ASCAP Awardwinning producer.

Why It Matters

Frequency is more than a content brand. It’s an initiative birthed and sustained by Spotify’s Black employees for Black creators and communities. Our approach to Blackness is global and inclusive, working with Black talent in front of and behind the camera.

Whether you’re a Latin artist, a rock fan or an LGBTQ+ content creator, Frequency provides space to celebrate the nuances of Black cultural expression and experiences. By rooting our work in these intentions, we’ve achieved remarkable engagement and positive sentiment from artists and community alike.