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.
- 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 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.
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