In an exclusive conversation, Jade Greene, Spotify's Social Marketing Manager for the UK and Ireland, delves into the innovative strategies behind the streaming giant's BRIT Awards 2025 campaign. Building on the success of the previous year, Greene and her team elevated the 'This Is' brand playlist by creating visually striking images and engaging taglines that resonated with both nominees and their fans.
By activating across iconic UK locations and tailoring content to individual artists' journeys, Spotify not only celebrated the nominees' achievements but also deepened the connection between artists and their audiences. This approach underscores Spotify's commitment to being the ultimate platform for fans to engage with the music and artists they love.
What was the brief?
Entering the second year of our partnership with The BRIT Awards, we wanted to amplify last year’s success by elevating our ‘This Is’ brand playlist creative, creating aesthetic images that featured-nominees and fans would be proud to share.
How did the initial pitch/brainstorming phase go?
Creative: We began 2025 planning by reviewing last year’s creative and focusing on creating “This Is” lines that celebrated key nominees’ BRIT nomination success as well as IYKYK niche lines that fans could share. ‘This Is’ liners were developed by Spotify music and marketing teams in partnership with curly media.
Location: We briefed our media agency on locating key locations around London and the UK that would allow us to capture striking photography for the sole purpose of sharing with artists-featured and their fans to share. We were keen to activate across a variety of digital and projection sites to give artists and fans a variety of different looks to share.
What is one funny or notable thing that happened during production?
We approached the OOH activation from a social-first perspective throughout all touchpoints of the campaign. So when we had the chance to be a fly on the wall with BRIT winners, Ezra Collective, we thought it would be the perfect opportunity to place one of our OOH projections along the N29 bus route.
We wanted to surprise the guys with the projection so we had to coordinate with the projection team with a T-minus 5min arrival time for the band. However, we didn’t anticipate just how fast the walkers would be!
With a few frantic stall messages to the projection team and camera crew trying to subtly slow them down, we managed to pull off the surprise which ended in a poignant way to end our short social film on their journey to the BRITs.
What’s the main message of this project and why does it matter?
The main message for the campaign was to celebrate the incredible impact this year’s BRIT nominees have had on music and culture and pay homage to them and their fans.
At the same time with the BRITs being the biggest night of UK music, we wanted to celebrate the vibrant UK music scene and show why Spotify is the best place to be a fan - connecting you to a world of creativity and giving you an even deeper way to connect with the artists and songs you love.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
Last year, we spotted the opportunity to leverage our recognisable “This Is” franchise to respond to moments in culture and artist achievements in a way that was unique and ownable to Spotify.
The initial spark came from learnings that BRITs and artists fans converse across social, so it was our job to ensure that the images/lines were entertaining and visually vibrant enough to make for shareable content for artists and their fans. Hence the decision to activate across multiple projection sites with an iconic BRITish backdrop: London Shard, Knightsbridge, London Eye etc. and locations that were bespoke to artists journeys:
- Ezra Collective - Seven Sisters Road (N29 bus route)
- Rachel Chinouriri, Bring Me The Horizon: Electric Ballroom Camden (performances)
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
Spotify is the best place to be a fan so we wanted to speak to the different artist’s fans in a way that would resonate with their particular fandoms and was in line with our tone of voice.
Therefore, we added little nuggets into the copy that only fans of nominees would know the significance of:
- Rachel Chinouriri: This is a double nominee, darling (Rachel’s fans are called little darlings)
- Bring Me The Horizon: This is your favourite cult (reference for band from fans)
- JADE: This is the BR-IT girl (reference to JADE’s song/lyric ‘I am the IT Girl’
Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?
The BRITs partnership campaign and OOH was a huge collaborative effort between Marketing, Music, and agency teams.
What do you hope it achieves for the brand?
Spotify wants to celebrate this momentous occasion by elevating artists’ celebrations and their journeys throughout BRITs week by providing them with memorable, bespoke liners they’re proud to share and their fans love to like!
A huge win for us was artists and fans using the creative to announce their appearance/nomination one day ahead of the awards weekend which allowed us to be part of their moment in a way that was authentic to Spotify and fans.
- Sabrina used the creative to say ‘see you tomorrow’ to fans
- Jade used the creative to reflect on her BRIT nomination and excitement for performing on the morning of the BRITs
- Ezra Collective used their video series featuring OOH to reflect on the journey up to the big night that went live on the morning of the BRITs
This campaign serves as a reminder to fans that Spotify is there for every moment and is the best place for fans to listen, play and explore a world of creativity.
Credit list for the work?
Spotify team
Social Marketing Manager Jade Greene
Artist, Labels, Partnership Manager Ruth Collett
Editor Shannon Carragher
curly team
Account Director Emma Walker
Creative Director Laura Gallop
Copywriters
Catherine Bruce
Richie Babalola
Yemi Abiade
Nicolas Tyrell-Scott
Zweli Chibumba
Alfie Butler
Director- Yassmine Benalla
DOP- Luke Fannin
Sound- Clement Harper
Producer- Mabby Alam
Zennith International
Marcel Phillip
George Nevett
D8 limited
Hazel Mirsepasi
Alexandra Carruthers
Karen Maidment
