Spotify turns fan-made playlists into hyperlocal OOH

Spotify is taking the idea of a playlist beyond the phone screen and putting it directly into the places and communities that inspire them. Through its latest OOH campaign, ‘Playlist It’, the streaming platform has brought real fan-created playlists to the streets of New York, Miami and Los Angeles, using outdoor media to connect music with the people, places and cultural moments behind it. 

Created in partnership with Uncommon Creative Studio, the campaign is built around a simple observation: playlists have become a highly personal form of self-expression, particularly among Gen Z. Rather than presenting a conventional collection of artist-led or brand-led messaging, Spotify has taken playlists created by its own listeners and turned them into pieces of the cities where those listeners live and spend time. 

The executions are deliberately hyperlocal. Each piece of OOH reflects the mood, references and personality of its surroundings, allowing the creative to feel less like an advertisement placed in a location and more like something that belongs there. 

 From neighbourhood streets in New York to Miami and Los Angeles, the campaign uses the context of each environment to give fan-created playlists a physical presence. The creative features actual public playlists, complete with their names and visual identities, transforming familiar outdoor formats into cultural signposts for the communities around them.