Spotify Premium —
Artist Marketing

Art Direction, Graphic Design, Production

As part of Spotify Premium conversion efforts, I worked on developing a new artist-led visual system for social advertising, exploring whether featuring recording artists could drive stronger subscription performance than generic creative. The goal was to create a flexible design approach that could support testing at scale while remaining clearly identifiable as Spotify.

One of the core challenges was variability in artist photography, which ranged widely in quality, composition, and background complexity. To address this, I helped design a system that could accommodate solo artists and bands, simple and highly detailed imagery, and a broad range of aesthetics, while maintaining consistency across executions. Drawing from the Premium duotone palette and recent photoshoot direction, I developed ambient overlay treatments that unified disparate assets and reinforced brand recognition within fast-scrolling social feeds.

The system launched across channels including Facebook, Instagram, and Stories, and quickly scaled as performance improved. What began as a limited test expanded to dozens of artists per month across multiple markets, with additional creative variants and vertical video adaptations introduced over time. The Artist Social Boost program continues as an evergreen campaign, supporting both emerging and established artists on a global scale.