Project: Spotify Summer Breakouts Event (2021)

Position: Director, Influence & Communications, 2 Degrees

Role: Agency Lead, Creative Strategy, Influencer Engagement

In August 2021, I led a project to help bring Spotify’s new Summer Breakouts playlist to life, through an exclusive Gen Z Creator event in Beverly Hills. Our primary goal was to create an immersive, vibrant and fun event to drive significant social buzz with the Gen Z audience, encouraging attendees to actively share their experiences on social media, as well as sharing the Summer Breakouts playlist itself. We successfully achieved these objectives, with influencer content and social postings from 86% of our influencer attendees.

Over 70 creators attended, including TikTok stars like Dixie D’Amelio, Noah Beck, and Blake Gray, along with Gen Z artists like Tate McRae and Madison Beer.

Media outreach efforts also paid off, resulting in coverage in titles such as People Magazine, OK! magazine, Daily Mail, E! News, and several other outlets. Importantly, our engagement with influencers effectively drove streams to the Summer Breakouts playlist, propelling it to become a top performer in both the U.S. and Canada. The event was a resounding Gen Z-approved hit, both in-person and across social media platforms.