Amplify + Spotify give the Indie Mixtape a live identity…
Amplify were challenged to transform Spotify’s Indie Mixtape from a playlist to a live music platform and champion Australian artists.
The Indie Mixtape contains many different genres and sub cultures. This allows audiences to discover a variety of new music, however this also means it has no specific cultural identity.
Give the Indie Mixtape an identity based on a unifying factor: live music. Use the vernacular of the gig experience to "meet you front left of the stage" and unify the ideas and genres together. Show that Spotify is the facilitator that brings people closer to ALL the music they love from the platform by bringing it to live gig/festival experience.
A free live music event in the iconic Carriageworks venue, for 1,000 people featuring a diverse group of artists (established and up and coming) including: King Princess, Cosmo’s Midnight, Baker Boy, Hatchie, CXLOE and Kota Banks & Dallas Woods.
We worked with Spotify to help them become a culture brand by transforming a virtual playlist into a physical brand experience celebrating an eclectic mix of genres and artists from homegrown to international talent.
We used the play button as design inspiration from the brand to create a bold, striking and recognisable visual identity. To fit into tight budgets, the lighting rig was used as the feature piece merging a fundamentally necessary functional piece of equipment with a recognisable cue from the digital world.