Quick Answer
Spotify celebrated the 2026 Grammy Best New Artist nominees with a global OOH campaign that placed personalized billboards in each artist’s hometown.
What happened
Spotify launched a global out-of-home campaign to celebrate the 2026 Grammy Best New Artist nominees, spotlighting the courage and perseverance behind each artist’s rise. The campaign places each nominee back in their hometown through large-scale billboards, pairing early-life imagery with powerful, concise copy that reflects their personal journey.
Rather than focusing on awards or fame, the work highlights growth — from living rooms and local venues to the world’s biggest music stages.
Hometowns as the headline
Each billboard appears in a location tied directly to the artist’s origins, turning familiar streets into moments of recognition and pride. By anchoring the campaign in real communities, Spotify reinforces the idea that musical success is built long before global streams and sold-out tours.
The campaign runs across cities in the United States and London, transforming urban OOH spaces into personal tributes.´
OOH as emotional storytelling
The campaign uses out-of-home not just as a visibility channel, but as an emotional medium. By placing the artists’ stories back into the environments where they first dreamed, practiced, and performed, Spotify turns billboards into cultural moments rather than promotional assets.
The simplicity of the visuals and copy allows the story to land instantly, even at a glance.
Celebrating fans and community
Beyond celebrating the artists, the campaign acknowledges the fans and hometown communities that helped shape them. Each billboard acts as a thank-you note to those who believed early, reinforcing Spotify’s role as a platform that supports artists at every stage of their journey.
Extending beyond OOH
The campaign connects with Spotify’s annual Best New Artist event in Los Angeles, where the 2026 nominees will be honored and perform live. The event brings the OOH storytelling into a physical celebration, closing the loop between origin stories and present success.
Why this campaign stands out
Spotify’s Best New Artist campaign demonstrates the power of personal storytelling at scale:
Uses hometowns as authentic media spaces
Celebrates progress instead of trophies
Balances global reach with local relevance
Positions Spotify as a long-term partner in artists’ journeys
By focusing on where artists began, Spotify reframes success as a shared achievement.
From local beginnings to global stages
With this campaign, Spotify reminds audiences that every breakout artist has a starting point — and that the path from there to the Grammy stage is shaped by courage, community, and countless unseen moments. The billboards don’t just mark success; they honor the journey.
Summary
Spotify turned hometown pride into global storytelling with a billboard campaign honoring this year’s Grammy Best New Artist nominees. By placing each artist back where their journey began, the campaign celebrates not just musical success, but the communities.
Sources
FAQs
What is the focus of Spotify’s Grammy billboard campaign?
It celebrates the journey of Best New Artist nominees from their early beginnings to global recognition.
Where did the campaign take place?
In the nominees’ hometowns across the United States and London.
Who is featured in the campaign?
2026 Grammy Best New Artist nominees including Alex Warren, Addison Rae, Olivia Dean, and others.
FAQs about this campaign
What is the focus of Spotify’s Grammy billboard campaign?
It celebrates the journey of Best New Artist nominees from their early beginnings to global recognition.
Where did the campaign take place?
In the nominees’ hometowns across the United States and London.
Who is featured in the campaign?
2026 Grammy Best New Artist nominees including Alex Warren, Addison Rae, Olivia Dean, and others.
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