Matter+Energy. A Storehouse of Creative Energy. São Paulo, New York, Barcelona, Madrid, Paris.

Spotify: Creme Experience

Created by MATTER for Spotify, 2023

Brazilian trap and funk, celebrated with the fans and artists who made it.

The problem

Brazilian trap and funk had grown from grassroots youth movements into a force shaping Brazilian culture. Spotify wanted to give that scene the recognition it deserved through Creme, a Spotify experience for artists and fans. The challenge was making a celebration in one place reach people far beyond it.

The position we took

In 2023, urban music listening on Spotify grew 20% in Brazil alone, and the artists and fans had the stories to explain why. We listened to them, to build a portrait of the culture behind the number.

What we made

We shaped the Creme Experience communications. If trap and funk had taken over Brazil, Creme would take over Spotify’s channels and social feeds. At the festival, interviews, guessing games and photography captured the artists, fans and styles shaping the scene, turning the celebration into content that travelled beyond the event.

The numbers

17.7 million views and 254 thousand engagements. Creme’s celebration of Brazilian trap and funk travelled from the festival to the feed.

Black and white: two visitors photograph a lit display case at the Creme exhibition, beside the creme banner and the Spotify sign
A smiling woman in a white fur bucket hat, at night
Two young women walk side by side at night, one in a red corset top, one in a football jersey
Black and white: a heavy silver chain and nameplate on display in a black case
Close-up of a man in a black cap, laughing, gold teeth showing
Black and white: two men with chains in front of the creme wall
A woman in a green top poses with her hands in front of the Creme lettering
A woman with red hair in a pink jacket holds a creme cup
A man in a white hood and dark glasses fans a stack of banknotes at a table
An artist on stage with a raised hand, lights rigged above
Black and white: a man in a cap and dark jacket stands with folded arms in a white room
A woman crouches to look at two feathered carnival headdresses in a glass case
A smiling man in a cap in front of a wall of glowing green speakers and portrait photographs
Black and white view through glass of a mannequin wearing a graffiti-painted jacket
Project information
  • Brand Platform
  • Entertainment
  • 2023
  • Brand platform
  • Campaign
  • OOH
  • Content
  • Experiential
Spotify

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