Spotify | your daily mixes

Launching new, more personalized playlists with a plug-and-play campaign for all local markets

While working with design and brand agency Koto, I helped to pitch and win the go-to-market relaunch of Spotify’s popular Daily Mixes platform.

Briefed to somewhat emphasize the discovery aspect of their new, more personalized Your Daily Mixes playlists (but not too much, because that would be their Discover Weekly mix) we explored multiple routes: Mutant genres with custom album covers, superfan taste battles, something about ‘daily’…

However, the best solution came down to the truth of what a playlist prepped by someone who intimately knows your taste really brings to your listening experience–be that ‘someone’ a friend, lover, or superior algorithmic tracking code.

It’s that uncanny blend of the familiar and the new.

It’s eveything you like. More you’ll love.

We weaved that thought into an easy-to-use, modular language system that Spotify’s local markets could apply across its new artist, genre and decade mixes and all surfaces from out of home to push notifications.

Your Decade Mix is all the 70s, 80’s, 90’s or 00’s you like. More you’ll love.

Your Artist Mix is all the Drake, Taylor or Tinnie Tempah you like. More you’ll love.

Your Genre Mix is all the new age, new wave, electroclash, witchhouse, J-Pop, K-pop, math rock, anti-folk or emo rap you like. More you’ll love.

Your Daily Mixes. Everything you like. More you’ll love.