CONTENT DIRECTION | STRATEGY | PRODUCTION | ACTIVATION

Spotify: Mother of Music

Spotify lit up Cape Town with Mother of Music (MOM), a citywide celebration of sound, art and creativity. With meaningful partnerships and community being central to our work, this project felt like a natural extension of what we do. MOM showcased the city’s rich and diverse heritage, stretching from the CBD to Khayelitsha, and showed that it was about more than music or art, but also building community.

Spotify’s Mother of Music lit up Cape Town with citywide activations, celebrating creativity, community and the city’s rich cultural heritage.

From the CBD to Khayelitsha, Spotify’s Mother of Music connected art, sound and community through bold partnerships and citywide storytelling.

Spotify brought Mother of Music to life with street activations, capsule launches and creative collaborations across Cape Town’s cultural hubs.

MOM, powered by Spotify, turned Cape Town into a creative playground with murals, events and partner-led experiences across the city.

Spotify’s Mother of Music amplified Cape Town’s creative heartbeat through collaborations, First Thursdays events and bold visual activations.

With street posters, murals, playlists and partner content, Spotify’s Mother of Music connected deeply with Cape Town’s creative communities.

Our role was to amplify MOM’s presence with an identity that carried through the launch and live phases, linking Spotify to Cape Town’s creative heartbeat through partner collaborations, street activations and strong visual storytelling. Working with pioneers like Shelflife, Artclub and Friends, OnePark and Influhks, we created touchpoints that hosted First Thursdays events, capsule launches and in-store activations that placed Spotify firmly in the middle of the city’s creative conversation. Collaborations with Broke Klubhouse, Prime and WeHouse Sundays brought MOM into nightlife and emerging scenes, keeping the festival authentic to Cape Town.

Hype around Mother of Music was created across social channels through playlists, partner content and hype films, alongside non-traditional OOH, with wheatpaste posters and large-scale murals taking over city walls. A UCT campus activation pushed things further, with posters, flyers, digital ads and on-the-ground engagement allowing Spotify to connect with the next generation.

first thursdays | community events

Man with a beard and glasses holding a sign that reads 'MOM' at an event, surrounded by people.

Spotify activated Mother of Music across Cape Town with collabs from Shelflife to Broke Klubhouse, bringing music and culture into every corner.

From nightlife to neighbourhood streets, Spotify’s Mother of Music built real community through immersive experiences and bold citywide visuals.

Spotify’s Mother of Music took over Cape Town with partner events, UCT activations and citywide creative moments that celebrated local culture.

Man in white hoodie with 'Mother of Mom' print and cartoon characters, touching another man's shoulder in a bar or cafe setting.

Two men are talking at a DJ booth in a store or gallery, with one wearing headphones and a baseball cap, and the other wearing glasses, a gray cap, and a yellow scarf. There are people in the background, some browsing clothing racks, and a sign that

A man with long dreadlocks, glasses, and a patterned yellow-green jacket is working with a heat press on a white t-shirt with a red and black print.

Black tote bag featuring a black-and-white photograph of a man holding a trumpet to his head, with an intense expression, on display at a store.

A person with sunglasses, a brown jacket, and a white shirt smiling and posing in a store with shelves and displays, reflected in a mirror on the ceiling.

Group of five people posing in a clothing store, some wearing caps that say 'Cultish,' with clothing racks and a television in the background.

CONTENT | TEASE | HYPE | AMPLIFY

SPOTIFY MOM MERCH | ARTCLUB & FRIENDS | SHELFLIFE

Spotify Mother of Music. The top T-shirt is black with pink and white text that reads 'MOM' in a stylized font. The middle T-shirt is white with black and pink text that also reads 'MOM' with decorative elements.

Spotify: Mother of Music. A white T-shirt with a graphic print featuring a woman with short hair, surrounded by decorative pink flourishes, and the word 'WOW' printed below in bold black letters.

Spotify Mother of Music. Black T-shirt with a graphic of an elderly man holding a trumpet over his head, wearing a collared shirt and tie, with the text 'SPOTIFY MOM SHELFUE HMHF' in the top right corner.

Spotify Mother of Music. A promotional poster for an event celebrating Hugh Masekela at Shelflife Store in Cape Town on September 5, 2024. The poster features a black and white photograph of Hugh Masekela holding a trumpet in front of his face.