Spotify Takes Playlists to the Streets in Reactive Uncommon OOH

In partnership with Uncommon Creative Studio, Spotify is bringing real fan-created playlists to life across the streets of New York, Miami and Los Angeles in an outdoor series.

Aiming to connect listeners' soundtracks with the places, communities and cultural moments they belong to, the launch is grounded in the realities of how people actually use playlists today.

‘Playlist It’ heroes playlisting as a uniquely gen z form of self-expression. Each execution is designed to reflect local culture and how people are feeling in the moment, in the exact place the work is featured. It came to fruition with the team at Uncle Beth media vendors and researchers at Lost Loved.

Uncommon New York’s chief creative officer Sam Shepherd said, “Playlisting is one of the most honest forms of creativity gen z has.” From New York neighbourhoods, to Miami streets and LA highways, the aim is to turn regular places into cultural signposts.

Sam added of gen z, “It’s how they process a breakup or feel confident before a job interview. With ‘Playlist It’, we wanted to take something so personal and put it right back into the streets where it lives, connecting with culture – whether that’s on the freeway in LA or on a block in New York – to share these relatable moments with others.

It’s a project that follows the success of its first run, which celebrated the Knicks with fan-made playlists that included ‘Waiting for this since ‘99’.

The reactive OOH placements play on simple, bold, familiar visuals, and include playlists titled ‘Which one of you has a boat?’ in Miami and ‘I refuse to take accountability, so I blame it on the 405’ in Los Angeles.