#BATTLERAP
A campaign for Spotify.
Brief
Increase awareness of Spotify’s regional and local playlists.
Insight
Rap music is one of the most popular genres in the US. Each city’s rap scene reflects its history and creates a sense of local pride and authenticity.
Campaign
The #SPOTIFYBATTLERAP campaign is Spotify’s celebration of Hip Hop Recognition Month in August through a friendly competition between Los Angeles, New York City, and Atlanta — three major cities with deep-rooted influence in rap music. The interactive campaign allows Spotify users to explore specially curated playlists representing each city's unique rap styles and vote for the city that deserves the title of “The Capital of Rap.”
The campaign features in-app voting alongside social/OOH advertising in New York, Los Angeles, and Atlanta to drive engagement.
OOH Billboard Mockups
Social Media Advertisements
Copy
Which city is the Capital of Rap? You Decide in the #SPOTIFYBATTLERAP
Spotify is always looking for ways to uplift music and bring people together. So, for Hip Hop Recognition Month in August, Spotify is switching it up to encourage some healthy competition with #SPOTIFYBATTLERAP. For the entire month, Spotify is igniting a fierce competition between Los Angeles, New York City, and Atlanta to determine once and for all which city deserves the title “The Capital of Rap.” You will have the chance to vote for your top pick within Spotify’s app.
The competition isn’t just about pitting cities against each other. It’s about embracing the rich history and diverse voices within the rap community. More than just a genre, rap is a cultural phenomenon that has shaped communities and influenced generations. From the streets of New York City where rap was born in the ‘70s to the neighborhoods of Los Angeles, rap has become a platform for storytelling unlike any other. #SPOTIFYBATTLERAP is a celebration of all of the vibrant rap scenes across the nation.
Spotify has curated playlists for each participating city, showcasing the unique range of talent and styles that characterize each city. These playlists serve as a gateway for you to discover underground hits and groove to local anthems.
Spotify is putting the power in your hands to help decide which city reigns supreme. Using the curated playlists, you can listen to new music, rediscover the classics, and vote for your favorite city to be crowned. Is it New York City with its iconic skyline and legendary artists like Nas and Jay-Z? Is it the sunny streets of Los Angeles, home to icons like Tupac and Dr. Dre? Or it is the undeniable influence of Atlanta, the city that has produced some of the biggest names in hip-hop, from OutKast to T.I. and Lil Jon?
The competition is an extension of Spotify’s “Think global, act local” initiative. The goal is to highlight rap in different cities by celebrating diversity and giving artists a platform to share their stories with the world.
How can you get involved? Head over to spotify.com/battlerap to start streaming your favorite rap playlists. Place your vote by August 31, 2024, and use the hashtag #SPOTIFYBATTLERAP to join the conversation.
Whether you’re repping the East, West, South, or somewhere in between, let your voice be heard. Together, you can help Spotify show the world why rap music is more than just a genre— it’s a culture, a movement, and a force to be reckoned with.
Weigh in. A winner will emerge September 1, 2024.
Key Takeaways
Using localized content to connect with diverse audiences while maintaining a unified campaign narrative.
Combining digital and traditional tactics to maximize reach and campaign impact.
*Disclaimer: Not affiliated with Spotify. All trademarks used are the property of their respective owners, and their use here does not imply endorsement.