Bad Bunny’s music and his fandom are getting a Spotify shout out…
The 31-year-old Puerto Rican Grammy-winning Latin music superstar’s music forms part of Spotify’s Fan Life initiative.
The latest installment is a follow-up to the launch in April of its multi-media campaign putting a spotlight on the unique rituals, styles and celebrations of fandoms of some of the world’s most popular performers.
Bad Bauuny’s “Baile Inolvidable” soundtracks a sweet mini glimpse of a man dancing with his abuela in the kitchen.
In addition to Bad Bunny, the second go-round, which launched on Tuesday, August 26, shines the light on real-life fans of Charli xcx, Lil Uzi Vert, Rezz, Sleep Token, Megan Moroney and Pitbull as they celebrate their favorite artists in their own unique fashion.
“When we launched the first Fan Life campaign a few months back, we knew we’d tapped into something real when fans were literally ripping the ads off walls to take them home,” says Spotify’s vice president of marketing and partnerships Marc Hazan about the second stage of a campaign that launched in April with billboards celebrating the rituals of seven global fandoms for Chappell Roan, Doechii, Oasis, Olivia Rodrigo, Rosalía, SEVENTEEN and Turnstile.
“That’s the energy we wanted to build on. The whole idea has always been for fans to see themselves in what we create, and with this second launch, we wanted to take it even further,” adds Hazan. “These seven films go deep into fandom in its rawest form… We didn’t want to just show fandom, we wanted people to feel it – the sweat, the sound, the inside jokes. Every detail is real: the clothes came from fans’ closets, the music was what they actually love, and the energy came from the fans who live this every day. At Spotify, we’re not just observers, we’re fans too. This campaign is our love letter to the communities that make music culture so powerful.”
The accompanying films tell the rich story of that fandom, from a pair of giddy Charli xcx fans doubling-up on a city bike festooned with pink balloons laughing their way through a sunrise ride cued to “party 4 u,” to a group of female Pitbull diehards rocking out to their favorite rapper on a city bus while dressed in Mr. Worldwide drag featuring bald caps, black suits and drawn-on goatees.
There are also films showing Lil Uzi Vert followers just losing it in a sweaty mosh pit, two Rezz fanatics doing last minute make-up touch-ups in a club bathroom, goth-y Sleep Token devotees solemnly spraying painting pink flamingos black and Megan Moroney besties singing along to “Tennessee Orange.”
The campaign will begin to roll out this week on Spotify’s socials, as well as on billboards and in subway stations around the world.
The Fan Life campaign will also feature local artist fandoms that connect with regional audiences around the world, including followers of Italian rapper Kid Yugi, French-Malian singer Aya Nakamura, U.K. rapper/singer PinkPantheress, Brazilian vocalist Pabllo Vittar and Mexican indie pop band Latin Mafia, among others.
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