Who We Be

Amplify + Spotify bring the #1 Hip-Hop and Grime playlist to life at Alexandra Palace…

Challenge

Amplify were challenged to turn Spotify’s virtual playlist: Who We Be, into a brand platform, community and physical experience.

Insight

Grime, Rap and Hip- Hop- once exclusively underground, has recently opened up to a wider, more accessible audience and is in high demand – some say it’s the new pop.

Strategy

To use design, architecture and visual concepting to turn a virtual playlist into a physical brand experience inspired by the culture that surrounds Who We Be.

Solution

Who We Be

Amplify created the design concept for Who We Be, the virtual playlist turned live concert, showcasing performances from Giggs, Dizzee Rascal, J Hus, Cardi B and more at Alexandra Palace.

Creating a bold and striking visual identity, Amplify transformed Who We Be, into the ultimate brand experience, delivering out of home creative, digital, online and live counterparts, targeted at a youth led audience.

Through design and visual concepting, Amplify elevated creativity in the UK grime and hip-hop community. With an eclectic series of out of home billboards in London’s hotspot destinations- Shoreditch and Elephant and Castle, for artists including Bjork and Stefflon Don, Spotify were able to reinforce its place in the grime and hip-hop scene.

Using stage architecture and show creative, the experience was amplified to the next level. Tantalising aesthetics matched the attitude, confidence and energy expressed in the shows music. Receiving a four-star review from The Guardian this experience was described as delivering ‘eye popping visuals’. Together with the unique stage canvas Who We Be created a showcase that undeniably belonged to Spotify.

The design, bold and block heavy in its approach applied a fragmented black and white effect alongside the playlist’s home colour; orange, creating consistency in the move from a virtual playlist to a physical one.

With a bespoke website and a suite of creative assets including pre-sale, on sale and sold out artwork that were used to drive awareness through online and digital channels, Who We Be was designed to excite guests and media alike. With a capacity of 10k, the show sold out two weeks in advance.