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As one of country music’s rising stars, Bailey Zimmerman has captured the attention of Gen Z listeners everywhere. After gaining notoriety through consistent and strategic posting on TikTok, it was time for him to release his major label debut, Leave the Light On.
We were tasked with creating long-form content to showcase Bailey’s personality for Spotify’s YouTube, with the most engaging moments edited down and repurposed for Spotify’s Hot Country and global social channels.
We knew that TikTok was obsessed with Bailey’s truck – it’s what helped him go viral on that platform in the first place. So to introduce him to a broader audience, we spiced up a traditional Q&A and committed to the bit: having him run over objects with his truck, releasing hidden questions for him to answer before hopping back into his truck to hit the next one. In case the smashes weren’t satisfying enough, we had Bailey take to a smash room after answering our burning questions. Liners captured on set were integrated into a new beta version of Spotify’s in-app Playlist Clips: short, Stories-sized videos exclusive to the in-platform experience.
95% above average performance on Reels, 15% higher engagement
The AT&T Business team leveraged the brand’s sponsorship of the College Football Playoffs and Championship to launch a new content series called Standing on Business, starring quarterback Shedeur Sanders and artist Cam Kirk.
To engage New Yorkers interested in the festival’s wide-ranging themes, we invited tastemakers in food, environmentalism, technology, and health to explore the space and meet vendors during preview days ahead of The Future of Everything Festival’s public opening.
Spotify brought the party to campus during UGA and Tennessee's rivalry week with a pop-up experience and live performance by Megan Moroney to show Gen Z students that Spotify is the only way to soundtrack their lives - both on and off-campus.
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