How Spotify Turned “Hip-Hop Needs New Leaders” Into a Global OOH and In-App Movement

A Provocation in Public Space

The message was simple and direct: “Hip-Hop Needs New Leaders.”

Appearing on billboards in major cities worldwide, the phrase immediately triggered conversation. Was it criticism? A generational call-out? A marketing stunt? Social media quickly amplified the debate, with fans and artists weighing in on who truly represents the future of the genre.

Rather than clarifying the message immediately, Spotify allowed speculation to build. The ambiguity was strategic. In an industry driven by identity and influence, leadership is a sensitive and powerful concept.

From Debate to Platform Participation

Days later, the company revealed that the OOH intervention was part of a broader initiative titled “Leaders of the Next Generation.” The campaign connects physical media, digital conversation, and in-product interaction into one cohesive narrative.

Spotify selected eight artists identified by its hip-hop editorial and artist partnerships teams as representatives of the next era:

• Doechii (Tampa)

• Baby Keem (Las Vegas)

• Central Cee (London)

• GloRilla (Memphis)

• BigXthaPlug (Dallas)

• Lil Tecca (New York)

• Rod Wave (St. Petersburg)

• Sexyy Red (St. Louis)

Each artist appeared on billboards in their hometown, reinforcing geographic identity as part of the storytelling. The city becomes context. Leadership starts locally before scaling globally.

Turning Culture Into Clicks

Beyond outdoor and social, Spotify integrated the conversation directly into its product. Inside the app, users could access the campaign’s official playlist and vote once per day for the artist they believe will define the next decade of hip-hop. Voting remained open until 9:00 a.m. PT on Monday, March 2.

This mechanic transforms passive consumption into active participation. Instead of merely streaming music, users engage in shaping a cultural narrative.

From a marketing perspective, the strategy is clear: OOH sparks conversation, social amplifies it, and the app captures it. The full funnel exists within a single ecosystem.

The Future of Music Marketing

The campaign reflects a broader shift in music marketing. Cultural debates are no longer external to platforms — they are integrated into them. By linking billboards to in-app action, Spotify not only promotes emerging artists but also drives traffic, retention, and measurable engagement.

In a genre built on voice and influence, asking audiences to choose the next leader is more than promotion — it’s participation.

And in this case, the street didn’t just talk. It voted.