Spotify’s Our Generation playlist announces a community-first approach to creative revamp, including takeovers by beabadoobee, Thomas Headon, and Biig Piig.11 November 2020 - Press release
Spotify’s Our Generation playlist - a curated hub that spotlights the most anticipated tracks amongst Gen Z - is rebranding with a new look and guest takeovers with exciting acts of the next-gen scene. The bespoke takeovers will create an all-new community for young fans to enjoy, with playlist videos and track selections from multiple artists within the scene.
The Our Generation takeovers will include 21-year-old Indie singer-songwriter Thomas Headon on 12th November, Irish breakout singer and rapper Biig Piig on 19th November and alternative rock musician beabadoobee on 26th November. They’ll select the tracks they love, along with their friends from the music community, to create a truly unique listening experience.
First launched in 2019, Our Generation surfaces the new wave of artists emerging across the British and Irish musical landscape to young, engaged music fans whose tastes aren’t restricted by genre. A diversity of backgrounds, identities and sounds are key to this playlist, which captures the broad musical desires of the community who follow it.
To mark the campaign Spotify has teamed up with DIY, the leading independent music publication in the UK, to give music lovers the chance to take a deep dive into the inspiration behind each artist’s takeover. Via in-depth interviews each artist reveals the tracks and artists that make them tick .
The revamped playlist will continue to serve as a destination for listeners to find their next favourite artist with a new visual world, including unique playlist cover art created by Australian illustrator and creative Eliza Williams (@doolittleillustrations). The colourful hand-drawn illustrations encapsulate the escapism that the audience can achieve through the music.
“We’re excited to have these three amazing artists collaborate with Our Generation, as we continue to expand Spotify’s support for emerging talent,” said Sulinna Ong, Head of Music for UK and Ireland at Spotify. “We launched Our Generation in 2019 after we identified a gap for a unique offering of genre fluid, new music for a digitally native audience. With our latest campaign we are taking it one step further by expanding and enriching the Our Generation brand and offering fans the chance to further explore diverse and culturally influential artists to uncover their new undiscovered favourites via recommendations from some of the playlist’s most popular artists. Our ambition is to build a truly engaged community for Our Generation making it the go-to hub for Gen Z music lovers to discover their new favourite artists.”
The playlist re-brand comes after the announcement of its global emerging artist programme; RADAR will be working with emerging alternative artist beabadoobee on a series of activities to support her career. RADAR is an influential force behind the successful breakthrough of emerging artists and a hallmark catalyst to propel the next generation of global superstars.