Planet Hip-Hop on Roblox
Game, Virtual Experiences — 2022-2023
It's Season 3. Spotify Island's newest genre-themed portal on Roblox is here – and fans are invited to discover Planet Hip-Hop, an afro-futuristic urban cityscape dedicated to the world of hip-hop. With visual elements inspired by outer space and cyberpunk dystopias, Planet Hip-Hop was designed with the future generation of hip-hop culture in mind. Moodier tones, neon hologram nature, and warped gravity set the destination apart from other spots within the Spotify Island landscape.
Another new feature we introduced on Planet Hip-Hop was the Speed Shop. Players were able to customize cars, race with friends, and even drive them on the outer rings. With this season, we updated our parkour set to include moves loved by the community — the running man, moonwalk, and dip. Players got to show off their moves on hovering dance floors and mixed smooth tunes in our beatmaker tunnel.
We have so much to be proud of.
Spotify AAPIHM — 2021
Now more than ever, it’s important we celebrate and support our Asian American and Pacific Islander (AAPI) community. Artists, influencers, creators, celebrities, and more have spent 2021 making their voices heard, and we stand with them in solidarity. In honor of AAPI Heritage Month this past May, Spotify continued its ongoing efforts to amplify and lift up this community. Through this year’s campaign, we spotlighted AAPI creators on Spotify and in OOH in San Francisco, Los Angeles, and New York. Below are some milestones.
We acknowledged the importance of this year’s AAPIHM campaign having to be an explicit message of solidarity to the community, and with that, our campaign this year was: “We have so much to be proud of” paired with the hashtag #StopAAPIHate.
With SPACE(Spotify Asian Community Engagement), we secured a $100k donation to Gold House and CAPE who are at the forefront of AAPI representation and community action. We were also able to create a 2:1 employee donation program, meaning that every donation was tripled by Spotify.
We have so much to be proud of.
Spotify AAPIHM — 2021
Now more than ever, it’s important we celebrate and support our Asian American and Pacific Islander (AAPI) community. Artists, influencers, creators, celebrities, and more have spent 2021 making their voices heard, and we stand with them in solidarity. In honor of AAPI Heritage Month this past May, Spotify continued its ongoing efforts to amplify and lift up this community. Through this year’s campaign, we spotlighted AAPI creators on Spotify and in OOH in San Francisco, Los Angeles, and New York. Below are some milestones.
We acknowledged the importance of this year’s AAPIHM campaign having to be an explicit message of solidarity to the community, and with that, our campaign this year was: “We have so much to be proud of” paired with the hashtag #StopAAPIHate.
With SPACE(Spotify Asian Community Engagement), we secured a $100k donation to Gold House and CAPE who are at the forefront of AAPI representation and community action. We were also able to create a 2:1 employee donation program, meaning that every donation was tripled by Spotify.
We have so much to be proud of.
Spotify AAPIHM — 2021
Now more than ever, it’s important we celebrate and support our Asian American and Pacific Islander (AAPI) community. Artists, influencers, creators, celebrities, and more have spent 2021 making their voices heard, and we stand with them in solidarity. In honor of AAPI Heritage Month this past May, Spotify continued its ongoing efforts to amplify and lift up this community. Through this year’s campaign, we spotlighted AAPI creators on Spotify and in OOH in San Francisco, Los Angeles, and New York. Below are some milestones.
We acknowledged the importance of this year’s AAPIHM campaign having to be an explicit message of solidarity to the community, and with that, our campaign this year was: “We have so much to be proud of” paired with the hashtag #StopAAPIHate.
With SPACE(Spotify Asian Community Engagement), we secured a $100k donation to Gold House and CAPE who are at the forefront of AAPI representation and community action. We were also able to create a 2:1 employee donation program, meaning that every donation was tripled by Spotify.
SPACEGLASSES
These aren't sunglasses cuz there's no sun here.
PHH PATCHWORK PUFFER
Never meta puff I didn't like.
A hurricane is brewing...
Midway through Season 3, we started showing some subversion around Planet Hip-Hop. Puddles and piles of leaves would randomly appear, hinting at Planet Hip-Hop's first artist takeover and Spotify Island's first official villain. Out of nowhere, the cars become crocodiles. And just as anticipation and discussion were at its highest, we dropped wildpostings and holograms of the Swamp Princess.
We developed a rich, dimensional design system that could center creators from many different backgrounds. We leveraged the seriousness of the color black in backgrounds for thoughtful visual impact. Key design elements include our custom typeface, “Heritage Display”, 3D chrome objects, and bespoke icons inspired by different Asian scripts and symbols within the Asian diaspora.
We developed a rich, dimensional design system that could center creators from many different backgrounds. We leveraged the seriousness of the color black in backgrounds for thoughtful visual impact. Key design elements include our custom typeface, “Heritage Display”, 3D chrome objects, and bespoke icons inspired by different Asian scripts and symbols within the Asian diaspora.
We developed a rich, dimensional design system that could center creators from many different backgrounds. We leveraged the seriousness of the color black in backgrounds for thoughtful visual impact. Key design elements include our custom typeface, “Heritage Display”, 3D chrome objects, and bespoke icons inspired by different Asian scripts and symbols within the Asian diaspora.
Doechii
Arriving from Florida herself, Hurricane Doechii hit and invaded one plane of the pyramid that is Planet Hip-Hop. Now,
Princess Doechii rules what’s left of her Swamp Queendom, with visitors far and wide coming through due to her undeniable persuasion. In the real world, Doechii was in her villain era, but she became the ultimate villain of Planet Hip-Hop, half woman half alligator. In her swamp, gilded badges and stone carvings references Doechii's label, Top Dawg Entertainment.
When players got caught by Princess Doechii after teleporting to her Swamp Queendom, they'd engage in a "Persuasion" quest where they'd have to convince Doechii that they were part of her coven. After answering a series of puzzles, going on alligator scavenger hunts, and continuous persuading, players received 3 special alligator tails. After each round, the tails would appear shinier and more collectible.
In the real world, we shot cinemagraphs and a trailer with Doechii. Balancing her edgy aesthetic with Planet Hip-Hop's CGI worldbuilding, we created a triptych and accompanying lore that was integrated into both the game and real world marketing. For the cinemagraphs, we dressed Doechii in a custom oil-slick metal bodysuit inspired by vintage Mugler. Doechii's digital set design, merch capsule collection, and background music was inspired by her songs "Swamp Bitches" and "Crazy".
We developed a rich, dimensional design system that could center creators from many different backgrounds. We leveraged the seriousness of the color black in backgrounds for thoughtful visual impact. Key design elements include our custom typeface, “Heritage Display”, 3D chrome objects, and bespoke icons inspired by different Asian scripts and symbols within the Asian diaspora.
We developed a rich, dimensional design system that could center creators from many different backgrounds. We leveraged the seriousness of the color black in backgrounds for thoughtful visual impact. Key design elements include our custom typeface, “Heritage Display”, 3D chrome objects, and bespoke icons inspired by different Asian scripts and symbols within the Asian diaspora.
We developed a rich, dimensional design system that could center creators from many different backgrounds. We leveraged the seriousness of the color black in backgrounds for thoughtful visual impact. Key design elements include our custom typeface, “Heritage Display”, 3D chrome objects, and bespoke icons inspired by different Asian scripts and symbols within the Asian diaspora.
PRINCESS WIG - DOECHII
Feels like the feelin' of a silk press.
OXFORD & CHELSEA — DOECHII
Just two pet gators who are not not boots.
CROCODILE CHOKER — DOECHII
How does it feel to be th-that rich?
DOECHII'S MULLET
She's so perssuuaassiivveee.
GATOR TAILS — DOECHII
Black Chrome, Golden Emerald, & Purple Ombre
CROC CRUISER — DOECHII
c u l8r, allig8r!!!
NAME CROWN — DOECHII
Hi, my name's Doechii with 2 i's!
DERBY & LOAFER — DOECHII
Oh these? Only here for the holidays.
Teleport Throughout Seasons
AGENCY
ROLE
ROLE
ROLE
Spotify
Spotify
Spotify
Spotify
ROLE
ROLE
ROLE
ROLE
Game Direction
Principal Creative Direction
Principal Creative Direction
Game Direction
Creative Direction
Creative Direction
Creative Direction
GAME DEVELOPMENT & DESIGN
ROLE
ROLE
ROLE
The Gang Sweden
Aurora Olsson
Principal Creative Direction
Game Direction
Creative Direction
Creative Direction
Creative Direction
CREATIVE & PRODUCTION
CREATIVE & PRODUCTION
CREATIVE & PRODUCTION
CREATIVE & PRODUCTION
Dominique Wynne
Steven Conaway
Simone Jackson
Carolina Perez-Siam
Imani Dixon
Marie Ronn
The Gang Sweden
Josephine Tansara
Rajeev Basu
Shivani Parasnis
Karen Chang
Hornet
Josephine Tansara
Rajeev Basu
Shivani Parasnis
Karen Chang
Hornet
Josephine Tansara
Rajeev Basu
Shivani Parasnis
Karen Chang
Hornet
YEAR
YEAR
YEAR
YEAR
2022—ongoing
2021
2021
2021