The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2018 One Show - Design

RapCaviar

Agency Spotify In-House / New York

Client Spotify
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Annual ID

OS_DE18095M

About the Work

Can a playlist be a brand? By mid-2017, hip hop had become music’s biggest genre, and Spotify’s RapCaviar had an audience of over 6 million followers. The brief was for a sub-brand that built Spotify’s credibility with hip hop’s artists and fans. So RapCaviar became the first playlist ever to have its own identity. Embracing the audacity and bombast of the culture it celebrates, the branding positions it as an authority made to last, and has come to life in OOH, experiential, online display and merchandise. By the end of 2017, RapCaviar had over 14 million listeners and New York Magazine hailed it as “the most influential playlist in music.”