RapCaviar — Identity and branding for the most influential playlist in hip-hop.


Spotify has over 3 billion playlists, and Hip-hop is the biggest genre in music. Spotify’s RapCaviar playlist was becoming an authority in the space with 8 million followers. So it was identified as a business priority to transform RapCaviar from a playlist to a cultural sub-brand.
In designing the identity, we embraced the audacity and bombast of the culture we were celebrating. The RapCaviar branding positions it as an authority made to last - and has come to life in OOH, experiential, online display, and merch.
A year after the rebranding, RapCaviar had over 14 million listeners and New York Magazine hailed it “the most influential playlist in music.” For the first time, we turned oneof them into a brand.

Spotify has over 3 billion playlists, and Hip-hop is the biggest genre in music. Spotify’s RapCaviar playlist was becoming an authority in the space with 8 million followers. So it was identified as a business priority to transform RapCaviar from a playlist to a cultural sub-brand.
In designing the identity, we embraced the audacity and bombast of the culture we were celebrating. The RapCaviar branding positions it as an authority made to last - and has come to life in OOH, experiential, online display, and merch.
A year after the rebranding, RapCaviar had over 14 million listeners and New York Magazine hailed it “the most influential playlist in music.” For the first time, we turned oneof them into a brand.


Produced in 2017 at Spotify, New York
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Credits


Produced at Spotify, New York
Executive Creative Director: Alexander Bodman, Global Design Director: Rasmus Wängelin
Design: Erik Herrström, Martin Berggren, Tal Midyan, Will Oswin
Brand Manager: Payman Kassaie
Extended team: Jackie Jantos, Alexandra Tanguay, Josh Greenberg, Natalie Espinosa, Allan MacLean, Tuma Basa, Brittany Lewis, Jesse Burton, Zach Pentel, Belinda Lopez, Jenna Allchin, Kenzie Tankersley, Josephine Tan, Rainy Fu, Merch lookbook: Photography Lucka Ngo / Model Christopher T. Smith
Motion design: DIA Studio, Stage design and build: John McGuire / Trask House


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