Spotify AAPIHM 2021 – Eden Yeung

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.

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.

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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.

On Social, this sentiment of AAPI pride came to life through custom videos from artists and podcasters who shared what makes them “Proud to be AAPI”. We also extended engagement opportunities to fans with our custom Instagram filter.

On-Platform, we created a Stop Asian Hate hub which will continue to live permanently rather than just in the month of May. I had the pleasure of creating my first official Spotify playlist in partnership with Ronny Ho and GLAAAD. I am so proud to announce to you AAPI Pride, Spotify’s first intersectional playlist exclusively highlighting API LGBTQIA+ folx in music.

To support our AAPI podcasters who are tackling hard truths, we created a dedicated podcast shelf with episodes that address racism and xenophobia. On the podcast Asian Enough, current U.S. Vice President Kamala Harris addressed the recent rise in anti-Asian hate and how government leaders need to address racism in America. Her episode also chronicles growing up with Indian and Jamaican roots in Northern California.

On Social, this sentiment of AAPI pride came to life through custom videos from artists and podcasters who shared what makes them “Proud to be AAPI”. We also extended engagement opportunities to fans with our custom Instagram filter.

On-Platform, we created a Stop Asian Hate hub which will continue to live permanently rather than just in May. To support our AAPI podcasters who are tackling hard truths, we created a dedicated podcast shelf with episodes that address racism and xenophobia. On the podcast Asian Enough, current U.S. Vice President Kamala Harris addressed the recent rise in anti-Asian hate and how government leaders need to address racism in America. Her episode also chronicles growing up with Indian and Jamaican roots in Northern California.

Lastly, we partnered with local artists and AAPI-owned small businesses. In New York City's Chinatown, we collaborated with illustrator Jocelyn Tsaih to create a special hand-painted mural showing strength. We also collaborated with Baisun Candle Co. and Alaya Tea on merch kits. The neighborhood is a welcoming, bustling hub that has overcome a number of challenges this year. The mural and merch highlighted the enduring strength of its residents.

Merch Photography by Cody Guilfoyle.

AGENCY

Spotify

ROLE

Creative Direction

CREATIVE & PRODUCTION

Josephine Tansara
Rajeev Basu
Shivani Parasnis
Karen Chang
Hornet

YEAR

2021