Spotify is launching its first-ever Halloween campaign around a simple insight—that the best artists have always scared people.
It's bringing the idea to life in a few different ways. Most notable, it's created a series of Halloween costume accessories that will be on display this Saturday at a pop-up shop in New York's SoHo neighborhood.
Items include a Billie Eilish crown adorned with spiders, like the one from her "You Should See Me in a Crown" video; a replica of Britney Spears' python from the 2001 MTV Video Music Awards; and a set of Trippie Redd fang grillz.
Visitors to the pop-up will have a chance to score a costume (on a first-come first-served basis), take some photos, check out a "Dare to Listen" playlist station, and watch short films about musicians who've stepped outside their comfort zones for their art.
See pics of the accessories here:
There are also video and out-of-home elements, all themed "Stay Scary." Check out the OOH work here:
The short films feature Janet Jackson, Freddie Mercury and Johnny Cash, all artists who bravely pushed the boundaries. Here's a cut showing all three:
"While most of us are only brave enough to wear costumes one day a year, the best artists take chances and push boundaries all the time," says Alex Bodman, Spotify's global executive creative director. "We wanted to celebrate the iconic artists who have shocked, and at times challenged, people—and in doing so, moved culture forward. With this campaign, we're celebrating provocative moments in music history while connecting fans and artists in a way that only Spotify can."
Campaign: Stay Scary
VP, Global Executive Creative Director: Alex Bodman
Creative Director: Rajeev Basu
Associate Creative Director: Jon Barco, Kat Kvas, Tal Midyan
Global Brand Design Director: Rasmus Wangelin
Sr. Art Director: Andreas Lindahl
Designer: Chloe Lee
VP, Global Brand: Alexandra Tanguay
Head of Global Brand Team: Lauren Solomon
Brand Lead, Markets: Payman Kassaie
Brand Manager: Christine Motch
Director of Integrated Production: Belinda Lopez
Senior Producer: Jen Vitale, Jenna Alchin
Producer: Kenzie Tankersley
Business Affairs: Lauren King
Senior Legal Counsel: Sarah Henderson
Legal Council: Ali Zeren
Senior Paralegal: Claudia Stauss
Director, PR & Communications: Cj Stanley
Consumer Communications Manager: Shanon Cook
Social Impact Lead: Lauren Wurgaft
Senior Manager, Social Impact: Casey Acierno
VP, Global Head of Artist & Label Marketing: Marian Dicus
Head of North America, Artist & Label Marketing: Rosa Asciolla
Coordinator, Artist & Label Marketing: Jessie Land, Bella Jackson
Editor, Cultural Curator: Samuel Malave
Associate Manager, US Marketing: Dayna Tran
Artist Media Manager: Kaitlin Longworth
Social Community Manager: Christopher Hill
Global User Communications Social Media: Greg Edwards
Content Experiences Lead: Paul Logan