Greasy Tunes

Although Spotify revolutionised the music streaming industry, it had lost some of its brand appeal and cultural relevance, particularly among Gen Z, who grew up with Spotify and saw it as just another utility.

Spotify approached us with the challenge of re-engaging Gen Z in a culturally relevant way, focusing specifically on London. Recognising London as a tastemaker city with the potential to influence the wider UK, the goal was to transform Spotify from a mere utility into the cultural platform of choice for this key audience.

We created a modern take on a Greasy Spoon cafe in Shoreditch, offering diverse and culturally rich programming across 4 days.

This unique space allowed a youth audience to have intimate access and conversations with their favourite creators, including songwriters, podcasters, artists, and influencers. During the daytime, fans engaged IRL with beloved UK podcasters such as The Receipts, The Fellas, and JaackMaate’s Happy Hour, participating in panel talks, challenges, gossip sessions, and Q&As.

In the evenings, the cafe transformed into an intimate live gig space, featuring performances from some of the hottest UK Gen Z talent, including Thomas Headon, ArrDee, ShaSimone, Cat Burns, Piri & Tommy, and Rachel Chinouriri.

Hosted by Gen Z TikTokers Ash Holme, America Foster, and Luke Vernon, the space was designed to be a social content engine, ensuring that the physical location reached far beyond Shoreditch, engaging a wider audience online.

"We know that Gen Z are looking for more than just a lean-back listening experience: they look for brands and products that allow for lean forward engagement and emotional connection. And this is exactly what Greasy Tunes experience offers - real connection to their favourite creators in a fun, intimate, immersive setting."

Olga Puzanova, Head of Consumer Marketing, UK and Ireland Spotify