Spotify Brings Best New Artist Stories Back to Their Hometowns
Spotify has celebrated this year’s Best New Artist Grammy nominees like Alex Warren, Addison Rae and Olivia Dean with a global campaign honouring the courage, creativity, and perseverance behind each artist’s rise from their early beginnings to music’s biggest stage. Each ad shows an image of the artist from their early years with a message highlighting their journey from then to now.
The campaign comes to life through striking billboards in each nominee’s hometown, spotlighting the communities that have backed them from day one. The campaign spans cities across the US and London, showcasing each artist’s defining music and the dedication that has shaped the next generation of music legends.
Billboards:
- Alex Warren: Carlsbad, CA - "From your living room. To ours."
- Leon Thomas: Brooklyn, NY - "You wrote the hits, before becoming one."
- Addison Rae: Lafayette, LA - “Pageant beginnings. Pop stardom destiny."
- The Marias: Los Angeles, CA - “Underrated then. Under-rested now."
- KATSEYE: Los Angeles, CA - “Six strangers then. Shared by millions now."
- sombr: New York City, NY - "An unknown voice. Now unforgettable.”
- Lola Young: London, UK - “Once sang to six people. Now heard across six continents."
- Olivia Dean: London, UK - “From harmonies. To headliner."
This campaign is a celebration of the artists, their music, and the fans who have supported them along the way.
Spotify will host its annual Best New Artist event in Los Angeles, a special evening honouring the 2026 Best New Artist nominees and celebrating the years of work that’s gotten them to this moment. Each nominee will be in attendance and perform.
