Popular playlist RapCaviar became a cultural phenomenon in 2017, kickstarting careers and helping to shape modern-day hip-hop. It was "identified as a company priority to build out as a sub-brand, as something that could meaningfully connect with artists as well as our core hip-hop audience," Jantos says. So the team collaborated closely with RapCaviar's creator, Global Head of Hip-Hop Tuma Basa, and first created the brand identity with Spotify's in-house designers.
"Once we had that," says Bodman, "we started briefing on how we would map out activities that don't feel too much like marketing. How do we do things that feel more like a tribute to the culture in different ways?"
The work that followedwhich also included the RapCaviar MoneyPhone, a stack of cash carved out to fit a phone, a play off the money-phone memewas the kind you'd expect to find in the portfolios of the most innovative creative shops.