Spotify Culture Next 2022 Trends Report
- Lead Marketer

As the Lead Marketer for Spotify’s Culture Next 2022 Trends Report, I collaborated with Thought Leadership and Content teams , alongside Archrival, an insights agency, to craft a compelling consumer insights report that delved into how Gen Z is reshaping the cultural landscape through audio. This report served as both a research initiative and a strategic resource, offering actionable insights for brands aiming to connect with this digitally savvy, expressive, and socially conscious generation.

Drawing on Spotify’s first-party data and cultural trend analysis, we crafted insights that not only aligned with Spotify’s vision but also uncovered emerging behaviors in Gen Z’s relationship with music, podcasts, and audio as tools for identity exploration and social connection. These insights formed the foundation of a report designed to provide advertisers with a deep understanding of Gen Z's evolving engagement with audio.

Key Contributions and Outcomes:

1. Consumer Insights Development:

   • Partnered with Archrival to analyze Spotify’s extensive user data, identifying emerging trends such as the rise of podcasts as platforms for self-expression, discussions on mental health, and community building.

   • Developed the framework for the report by weaving data-driven insights with cultural narratives, positioning Spotify as a thought leader in understanding Gen Z.

2. Report Rollout and Engagement:

   • Social Media: Partnered with Creative to design bite-sized, shareable content (videos, infographics) for Spotify’s channels to distill complex insights into accessible takeaways for audiences.

   • Print & Video: Partner with Creative to produce a series of short-form videos and a print magazine to showcase key findings, connecting data with relatable, real-world applications.

   • Website Hub: Led the development of a dedicated Culture Next 2022 landing page featuring multimedia elements, interactive data visualizations, and downloadable content to engage diverse audiences.

3. Innovative Gifting Campaign:

   • Delivered insights with a creative edge by gifting select partners pizza boxes containing the physical zine report, along with curated Gen Z-inspired merchandise (hats, pins, and postcards).

4. Sales Toolkit Creation:

   • Developed a comprehensive and localized sales enablement toolkit, enabling Spotify’s client partners to localize the trends and integrate them into advertiser conversations, ensuring the report's insights were both actionable and scalable in their respective markets.

5. Man on the Street Activation:

   • Brought the insights to life as the face of Spotify’s Man on the Street video series, conducting candid interviews with Gen Z consumers to validate our findings. This unique approach bridged data with real-world feedback, showcasing the authenticity of the trends while creating engaging content for Spotify’s audience.