We were tasked with shifting Spotify’s perception among Gen Z—from a utility app to a brand that connects and inspires communities—while launching Spotify’s TikTok presence. The goal was to create content that united music artists and creators from diverse sub-communities, offering fans a fresh perspective on their personalities and shared interests.
The result was Small Talks, a vodcast series for @SpotifyUK’s TikTok channel. Designed to spark authentic conversations , the series integrated challenges and Spotify-first games, blending creators’ unique styles with artists’ stories. Each episode resonated deeply with Gen Z, showcasing Spotify as a platform that fosters connection, creativity, and cultural relevance.
Initially launched as a TikTok-first concept, Small Talks evolved into a vodcast exclusively hosted on Spotify’s platform. It became a central element and IP format for the brand amplified through out-of-home marketing, and paid social, further amplifying its impact and solidifying Spotify’s role as a Gen Z favourite.
