Spotify’s Fan Life Campaign Illuminates Bad Bunny, Charli XCX and Lil Uzi Vert Superfans
By Gil Kaufman |
Dynamic imagery and videos vividly capture devotees honoring their beloved artists.
Building on its April debut, Spotify expands the Fan Life initiative with a multimedia series that shines a light on the distinctive rituals, fashions, and celebrations defining the world’s most devoted music fan communities.
Launching Tuesday, August 26, the second wave spotlights genuine aficionados of Bad Bunny, Charli XCX, Lil Uzi Vert, Rezz, Sleep Token, Megan Moroney, and Pitbull, showcasing their individualistic ways of paying homage.
“From the outset of our inaugural Fan Life campaign, we recognized its authenticity when fans peeled our billboards off walls to treasure them,” remarks Marc Hazan, Spotify’s vice president of marketing and partnerships. “This next chapter follows our April launch, which celebrated the devotions of Chappell Roan, Doechii, Oasis, Olivia Rodrigo, Rosalía, SEVENTEEN, and Turnstile.”
Hazan adds, “We aimed to let fans not only observe but truly feel the passion—the sweat, the sound, the inside jokes. Every element is genuine: wardrobe straight from fans’ closets, playlists curated by the fans themselves, and energy fueled by those who live it daily. At Spotify, we’re fans first and promoters second. This campaign is an ode to the communities that animate music culture.”
These companion films bring each fandom’s narrative to life: a duo of exuberant Charli XCX admirers pedaling a balloon-adorned tandem bike to “party 4 u” at dawn; a cohort of Pitbull superfans in Mr. Worldwide drag—complete with bald caps and faux goatees—belting his hits aboard a city bus.
Other clips capture Lil Uzi Vert devotees thrashing in a heaving mosh pit; two Rezz enthusiasts applying final makeup touches in a club restroom; gothic Sleep Token followers solemnly overpainting pink flamingos; best friends crooning Megan Moroney’s “Tennessee Orange” during a car ride; and a tender scene of a grandson dancing with his abuela in the kitchen to Bad Bunny’s “Baile Inolvidable.”
This week, Spotify’s social platforms, global billboards, and subway stations will unveil the campaign. Additionally, Fan Life extends to regionally resonant artists, spotlighting Italian rapper Kid Yugi, French-Malian singer Aya Nakamura, U.K.’s PinkPantheress, Brazilian powerhouse Pabllo Vittar, Mexico’s indie-pop outfit Latin Mafia, and more.
Watch the Fan Life videos below.
