Who We Be

Amplify + Spotify turn a playlist into a movement…

Challenge

Amplify were challenged by Spotify’s to grow their Who We Be playlist into a cultural platform, community and series of physical experiences.

Insight

Grime, Rap and Hip-Hop- once exclusively underground, have opened up to a wider, more accessible audience and are in high demand – authenticity is key to this young audience when turning their playlist into a live platform.

Strategy

To be inspired by, connect with and collaborate with the artists, culture and community to ensure the Who We Be platform both reflects and creates trends, bringing the sounds to a wider audience but always with the authenticity and originality.

Solution

Who We Be

Year 1, Amplify and Spotify launched Who We Be Live at London’s iconic Alexandra Palace, showcasing performances from Cardi B, J Hus, Dizzee Rascal, Giggs and more. Creating a bold and striking visual identity, Amplify transformed Who We Be into the ultimate brand experience for the playlist fans - supported by creative spanning owned channels, artist channels and PR and through content, digital and OOH. The 10,000 capacity show sold-out 3 weeks in advance with Amplify creating a unique stage canvas Who We Be created a showcase that undeniably belonged to Spotify.

Year 2: Who We Be returned to Alexandra Palace with another AAA line-up featuring AJ Tracey, French Montana, Ghetts, Tory Lanez and more. Amplify was tasked to create the show’s identity – spanning website, outdoor branding and to bring this brand new stage canvas to life with some cutting-edge animated content inspired by the worlds of our artists.

Year 3: Who We Be went regionally to the O2 Victoria House in Manchester with show that delivered both an exhilarating experience but created a content engine to power a month-long campaign across artists and social channels. The gig was headlined by local rising star Aitch showing how the playlist influences where the music comes from, along with man of the moment Octavian, BET awards nominated artist Doja Cat and more. Designed to encourage the capture of portrait format content by and for our audience we created a vertical stage architecture that was captured and shared way beyond those who attended.