Middle Kids are from Australia, but they grew up all over the world. Their debut album got its title, Lost Friends, from reflecting on the people that you meet in passing when you live a nomadic life and how music can really foster and maintain those connections.

We wanted to add an interactive element to the campaign that built off the album concept. Fans would connect with the band and with each other over the music they mutually loved. The Found Friends playlist connector used the Spotify API to digitise the mixtape swap experience. Fans connected via their Spotify account, chose their own favourite playlists, and were matched with other fans/users with similar artists on the playlists they chose to share.

By doing this, fans also got access to a playlist from Middle Kids, joined the email list, and saved the new album to their Spotify libraries. Since the band contributed, fans could even find themselves matched to Middle Kids. The band shared their own matches on socials, meaning fans could see their own playlists in the spotlight.