Spotify
Cumbia420
The streets are pounding with music.
"Cumbia 420 KELOKE". Do you know what we're talking about? It's music that comes from the street in Argentina, where cumbia is fused with trap, reggaeton, drill and illegal substances. The biggest artist in this genre is L-Gante, but there are many others.
Cumbia 420 is making such an impact that Spotify has created a playlist with the best tunes from L-Gante, El Noba, Perro Primo, La Joaqui, Gonzalo Nawel, Roman El Original and Los Pibes del Penal, meaning that this street music can be enjoyed anywhere. And this is where we came in.
ClientSpotify
Date2021
The Challenge
How do we bring the ghetto to Spotify? In this project, we had to fill the platform with the good vibes, freestyle and flow of the street. All this without forgetting to be right up to date. Basically, we had to start the engines without setting fire to Spotify's brand building.
The Solution
We based everything on the idea of marking your territory, which is so important on the street. We were inspired by the graffiti that the artists showcase in their videos, and we used Latin and street colours within the Spotify palette.
In the photos, we applied a specific chromatic treatment to give them a more digital style. We also made eight graffiti pieces without a photo. Meanwhile, the lockup (the playlist logo) has the feel of street tags and tuned cars.
In the photos, we applied a specific chromatic treatment to give them a more digital style. We also made eight graffiti pieces without a photo. Meanwhile, the lockup (the playlist logo) has the feel of street tags and tuned cars.
In short, we took to the street to create something cool and, in the end, we did something that Spotify hadn't done before. A series of covers and applications that are now the hallmark of street music in Argentina.