Spotify has presented the third installment of its global Fan Life campaign, dedicated to the habits, styles and rituals that music fans develop around their favorite artists.
The new installment follows concert preparations, getting ready together and moments spent in the crowd. The campaign features real fans of A$AP Rocky, Rosalía, Sailorr, Mary J. Blige, Zara Larsson and the band Geese, while photographs and short films document the details through which their communities recognize one another.
Fans of Sailorr paint their teeth black and put bows in their hair before a show, the audience of Zara Larsson embraces the fashion and aesthetic of the early 2000s, while fans of A$AP Rocky wear pink hair rollers as a reference to his recognizable style. For the audience of Geese, one such detail is knitted hats shaped like geese.
The artists do not appear in the campaign. Their place is taken by communities that create their own ways of dressing, behaving and communicating around music. Spotify thus continues the idea behind the previous installments, in which it directed attention toward behaviors that emerge within fandoms rather than classic portraits of music stars.
The campaign launched on July 27 and is currently running across social media, billboards and wild postings in New York, Los Angeles, Chicago, Miami and Atlanta. Activities have also been announced in Canada, Brazil and Mexico, while the international editions will run through September.
The localized versions include artists relevant to individual markets. AYLIVA and Ikkimel are featured in Germany, Carly Rae Jepsen in Canada, João Gomes, Calcinha Preta and Matuê in Brazil, and Chuyin, El Bogueto and Bratty in Mexico. The UK edition includes EsDeeKd, while the French edition features PLK, Helena, Jolagreen23 and Theodora.
The first installment of the Fan Life campaign was presented in April 2025 and featured the communities of artists including Chappell Roan, Doechii, Oasis, Olivia Rodrigo, Rosalía, Seventeen and Turnstile. The second installment was released in August of the same year, featuring fans of Bad Bunny, Charli xcx, Lil Uzi Vert, Rezz, Sleep Token, Megan Moroney and Pitbull.
The third installment was developed by Spotify’s in-house creative team. The campaign remains active through September, with additional localized executions gradually being introduced across seven markets.
