2024 CAMPAIGN OVERVIEW

SOUND UP. STAND OUT.

Celebrating our stories through sound.

This Asian & Pacific Islander Heritage Month, our goal has been to raise the volume on artists and storytellers within the API community.

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We’ve celebrated and honored the API community by amplifying bold & emerging API artists throughout the month of May and beyond. Throughout API Heritage Month 2024, we’ve spotlighted the following artists in our campaign which included OOH, bespoke social support, on-platform support, Spotify Singles, and much more.

2024 APIHM CAMPAIGN ARTISTS

On & Off-Platform

OVERVIEW

Campaign Overview

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Launch

May 1 - May 31, 2024

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Channels

Spotify Singles

OOH

On-Platform

Social

Press

Artist Performance

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Markets

US, CA

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GOLD HOUSE FUTURES

Gold House Futures

Gold House Futures Music Accelerator�—�Spotify collaborated with Gold House for the 3rd year in a row. The program's mission is to create an opportunity for API music artists to gain exposure, mentorship, and performance opportunities. The program included a masterclass by Spotify, Spotify Singles, mentorship from music industry leaders, and an artist showcase hosted by Live Nation.

Artists Featured for 2024: Paravi, Emei, Towa Bird

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Gold House Spotify

Singles

Gold House Futures Spotify Singles�—�We released singles with Paravi, Emei, and Towa Bird’s Spotify Singles on May 15th which has since boasted over 1.5 million accumulated streams.

The NA Editorial team supported the tracks across genre and mood spaces, including Good Vibes, Chill Pop & young & free.

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OOH

APIHM OOH

Jasmine NYC + LA Billboard�—�To kick off API Heritage Month, we ran a billboard located at Penn Plaza in NYC and The Reef in Downtown LA calling out Jasmine, our flagship playlist for API artists on Spotify. The billboard featured our APIHM campaign artists: Dhruv, Tiffany Day, Knock2, 8RO8, Paravi, Emei, and Towa Bird.

Flight Date: LA 5/3-5/9, NYC 5/3-5/5

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Spotify Singles OOH

Gold House Futures Spotify Singles OOH�—�To celebrate the launch of our Gold House Futures artists’ Spotify Singles, we ran a billboard located at 1 Times Square. The billboard featured Paravi, Emei, and Towa Bird and called out their Spotify Singles releases.

Flight Date: 5/15

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ON-PLATFORM SUPPORT

On-Platform Hub

API Heritage Month Hub�—�Throughout the month of May, we had a dedicated hub on-platform for API Heritage Month on desktop and mobile, highlighting API playlists, artists, podcasters, authors, and more. The hub will be available on Browse and at spotify.com/APIHM. Our APIHM campaign artists will also be featured throughout the hub during the month of May.

Flight Dates: 5/1-5/31

Markets: US, JP

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Mobile Banners

The Mobile Home Banner is a targeted, native format served to Free & Premium listeners on mobile.�—�We utilized mobile home banners each week in May to drive awareness to our APIHM destination and API playlists on-platform,

Flight Dates:

• 5/3: Banner driving to API Hub
• 5/10: Banner driving to Jasmine playlist
• 5/17: Banner driving to Gold Beats playlist (featuring new Gold House Spotify Singles)
• 5/24: Banner driving to API Hub
• 5/31: Banner driving to API Hub

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AI DJ

AI DJ Features�—�Explore a new AI DJ approach to cultural moments with the goal that listeners connect to artists in new ways through a spotlight on Asian & Pacific Islander Heritage Month, a theme tied to the current moment and to music and culture.

We highlighted 20 API artists with Jasmine as the segment to provide accurate context to the month.

Flight Dates: 5/1-5/31

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Editorial

Asian Pacific Islander Heritage Month�—�We partnered with the Asian markets and the Podcast & Audiobooks team to celebrate APIHM. In addition to highlighting playlists and artists from around the world in our hub, we also wanted to shine light on API creators and authors in the hub.

In North America, we teamed up with programs such as Frequency, GLOW, EQUAL and Fresh Finds to spotlight API artists throughout May.

Flight Dates: 5/1-5/31

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Taste Takeover

Sue Tsai x Taste Playlist Takeover�—�TASTE. is a cultural destination for this generation's trailblazers, actors, sports figures and tastemakers to show off a selection of their favorite Hip-Hop and R&B songs. So far, we've had curators like Quinta Brunson, Damson Idris, Steven Victor, Nigel Sylvestor, Usain Bolt, to name a few. TASTE is for those with sophisticated palates, unique style + influence. For the month of May, API artist and designer Sue Tsai was our Taste curator.

Flight Dates: 5/1-5/31

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Clips

Jasmine Playlist Clips + Artist Clips�—�Utilizing the videos provided by our APIHM artists for our social content, we created clips that were be uploaded to our Jasmine playlist as Playlist Stories. These playlist stories were available on the Jasmine playlist throughout the month of May.

We also had our APIHM artists upload these clips to their own artist profile to celebrate APIHM with us.

Flight Dates: 5/1-5/31

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SOCIAL SUPPORT

@Spotify Social

@Spotify Social Support�—�We rolled out bespoke static and video social content across our Spotify channels throughout May featuring our APIHM artists.

Flight Dates:

• Static Carousel Post - Artist Facts (5/1)
• Video Post 1 - Artist Q&A (5/13)
• Video Post 2 - Artist Q&A (5/18)

Channels:

• @Spotify - IG, TikTok, X
• @SpotifyNews - IG, X

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@SpotifyForArtists

Social

@SpotifyForArtists Social Support�—�We rolled out bespoke video social content featuring our APIHM artists across our @SpotifyForArtists social channels as well.

• Towa Bird
• Knock2
• Dhruv
• Emei
• Paravi

Flight Dates: 5/1-5/31

Channels: @SpotifyForArtists - Instagram, TikTok

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Frequency Zine

UMI Frequency Zine �—�Spotify's Frequency Zine was created to highlight Black artists across different genres that are driving the wave. Each edition of the Zine features a digital cover, photoshoot, and interview videos that will be featured on @Spotify and @OurFrequency's social handles. Artists that previously participated include Tyla,Tinashe, Bree Runway, Austin Millz, Chiiild, Flo Milli, Myke Towers, and many others.

This month we celebrated not only Black artistry but also Asian & Pacific Islander Heritage Month with UMI on a special campaign!

Flight Dates: UMI - 5/31

Channels: @Spotify x @OurFrequency Collab

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@OurFrequency

Social

@OurFrequency Social�—�As we moved into Black Music Month in June, celebrated and honored all members of the community by amplifying bold & emerging Black and API artists throughout the month of May and beyond. As a collaboration between our Spotify, Spotify News, and Frequency social channels, we’d spotlighted artists like Joyce Wrice, Guapdad 4000, and Kaleah Lee in our social video.

Flight Dates: 5/31

Channels:@OutFrequency, @Spotify, @SpotifyNews IG collab post

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Gold House Futures Social

Gold Gala Takeovers�—�Through self-captured footage, our Futures artists Paravi and Emei documented their day at Gold House’s Gold Gala Event (5/11) and spoke about the significance of celebrating API artists.

• Paravi GRWM
• Emei GRWM

Flight Dates: 5/13-5/17

Channels: @Spotify TikTok

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Podcasts & Audiobooks Social

API Podcasters & Authors�—�Social content highlighting podcasts and audiobooks will spotlight API creators/ authors.

Flight Dates: 5/1-5/31

Channels:

• @Spotify - Instagram, Twitter
• @SpotifyPodcasts - Instagram, Twitter

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COMMS

Press Coverage

For The Record Feature�—�We ran a story on For The Record (Spotify Newsroom) in May that spotlights our API Heritage Month campaign, our campaign artists, and the work Spotify has done to highlight API artists and voices. We included quotes from each campaign artist throughout this piece.

Flight Dates: Week of May 6th

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ARTIST PERFORMANCE

Performance

Towa Bird In-Office Performance�—�We had TOWA BIRD in our LA office for a special performance to celebrate APIHM. Towa came into the office to perform a 25-30 min set presented by our internal API ERG SPACE for our LA employees and local API organizations like Gold House, Asian American Collective, and more.

Performance Date: 5/29

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ARTIST SOCIAL SUPPORT

THANK YOU

Working Team

Label Partnerships: Alexa Gonzales

Music Marketing: Hyunjin Park

Editorial: Ronny Ho

Social: Allen Chen

Global Music Programs: Eunu Song

Brand & Creative: Josephine Tan, Shivani Parasnis