Turn Spotify playlists into cultural movements

Playlists are the new albums – the predominant format in pop music. Spotify is at the vanguard of this transformation, building entire scenes and genres around their human-curated lists.

Following the success of Rap Caviar, Viva Latino and Who We Be, we teamed with Spotify Germany to turn their most successful marquee playlist (fka Generation Deutschrap) into a strong standalone brand – Modus Mio.

Our role:

  • Naming
  • Visual identity
  • On and off-platform assets
  • Activation strategy

The ambition was to create a unique, ownable brand that would work within Spotify’s design system and UX – and way beyond!

Modus Mio in the streets of Berlin.

Modus Mio is an invented brand name, playing on the themes of DIY, aspiration and mythology. We whittled down an initial braindump of 500+ names through considerations ranging from legal to how good it would sound when name-checked in a rap lyric.

The visual identity bridges characteristic elements of the Spotify brand with a unique Deutschrap twist. It is now a cornerstone of Spotify’s nationwide marketing activity and contributes significantly to the playlist’s rapid growth amongst the service’s core demographic.