Tag: OOH

Spotify and Coach Take Self-Expression on the Road With the Tabby Tour

September 16, 2026

the text "Spotify & Coach are going on tour" appearing below the Coach and Spotify logos

This fall, Coach is launching “Live Your Story,” a global campaign celebrating self-expression through music, fashion, and culture. And Spotify is helping to bring it to life with the Tabby Tour, an experiential and digital activation making stops at college campuses across the U.S., U.K, Japan, and South Korea.

The tour kicks off September 16 in New York City and will continue through early 2027. Built by AUX, Spotify’s in-house music and experiences consultancy for brands, the Tabby Tour represents a new way we’re connecting with audiences and celebrating the role music plays in their lives.  

“This fall, Coach and Spotify come together in a first-of-its-kind global cultural partnership built around a clear insight: Gen Z doesn’t separate identity into categories,” said Joon Silverstein, Coach Chief Marketing Officer. “What they wear, what they listen to, and the communities they belong to are all part of the same personal story.”

“Live Your Story” was inspired by in-depth conversations with Gen Z consumers, this evolution of the Tabby Tour brings that insight to life through shared experiences that invite people to express themselves, connect with one another, and build community through music and style.

“Both Spotify and Coach have earned a place in Gen Z’s lives,” said Bridget Evans, Spotify’s Global Head of Business Marketing. “Coach empowers Gen Z with confidence and the courage to be themselves as they explore and define their identities, while Spotify is an essential daily companion fostering real connection, on and offline. This partnership brings that energy together, showing up for fans at the intersection of how they dress and what they listen to.”

The tour itinerary

At every stop, artists will hit the main stage to share stories from their creative journeys, giving fans a closer look at the music and experiences that shape their work. 

And because this is a tour, each event will wrap with a live performance by a featured artist.

Before the show, guests can explore interactive moments inspired by the concert-going experience, and designed to foster discovery, connection, and self-expression. 

    • Coach x Spotify tour bus: The custom Coach x Spotify bus serves as the heart of the tour, with immersive spaces dedicated to music discovery and creativity.
    • Tabby Tour Ticket Booth: Here, guests can explore a collection of special-edition Tabby bags inspired by the campaign talent and pick up collectible and customizable Coach hangtags with a Spotify code driving to a playlist.
    • Self-Expression Photo Booth: A modern take on a classic photo booth where guests can choose a personalized concert ticket keepsake. 
    • Message Board: Guests can write messages on customized cards, answering unique prompts. As the bus travels city to city, fans will be connected through their responses, building a community rooted in self-expression and lived experience.
    • Photo Entrance: Surrounded by instruments and equipment you’d find on the road of a music tour, and the iconic Tabby bags, guests can capture a one-of-a-kind photo op.

 More ways to get in on the fun

Along with the IRL events, fans can also explore two digital experiences built on Spotify that extend the tour beyond its physical stops.

The first is a storytelling experience rooted in self-expression, personal identity, and listening habits. Guests will enter the Courage Frequency experience on Spotify and, based on their listening data, will receive one of six Courage Signs, representing the ways courage shows up through the music you listen to. Along with their Courage Sign, listeners will receive a personalized playlist. Listeners can save and share their Courage Sign and playlist with friends and compare how their music reflects their individual style and courage.

The next is an interactive “Track the Tour” experience that follows the bus in real time. As the bus rolls from stop to stop, the experience reveals upcoming campus locations, artist lineups, and behind-the-scenes moments, so keep checking back for the latest.

Coach is also rolling out six new Courage Signs playlists on their Spotify brand profile featuring emerging artists across the tour global route.

The Coach x Spotify Tabby Tour represents Spotify and Coach’s commitment to meeting fans where they are. Whether it’s through a shared playlist, a personalized product, or a live performance, the tour is proof that self-expression can take many forms—and we’re here for all of them.

The Coach x Spotify Tabby Tour schedule 

Check out where we’re headed through the rest of the year, and stay tuned for 2027 dates.   

U.S. 

    • September 16 – New York, NY
    • September 22  –  Boston, MA
    • September 24  – Washington, DC
    • October 6 –  Columbus, OH
    • October 15 – Iowa City, IA
    • November 6 – Atlanta, GA
    • November 10 – Charlotte, NC
    • November 13 – Nashville, TN

U.K.

    • October 2 – Manchester
    • October 10 – London

JAPAN

    • October 21 – Tokyo
    • October 23 – Osaka

SOUTH KOREA

    • October 30 – Seoul

Spotify’s Creator Milestone Awards Honor the Latest Slate of Record-Breaking Podcasts

March 5, 2026

A little over a year ago, Spotify introduced the quarterly Creator Milestone Awards to celebrate the incredible growth and success of podcasts around the world. Now, we’re thrilled to announce the winners from the final quarter of 2025.

The awards are given to podcasts that reach specific streaming thresholds on Spotify, and recipients receive a physical plaque to commemorate the achievement. The celebration also includes features in our on-platform editorial hub, social media spotlights, and an out-of-home campaign in Los Angeles.

Join us in congratulating the latest class of Creator Milestone Award winners.

Gold

Reaching 500 million streams is a monumental achievement, and we’re welcoming one of the biggest names in true crime to the Gold tier: 

Silver

Our Silver award recognizes podcasts that have surpassed 250 million streams on Spotify. This slate of honorees spans the worlds of sports, true crime, and comedy:

Bronze

The Bronze award celebrates a diverse and global group of creators who have reached 100 million streams (or 50 million in emerging markets). We’re excited to congratulate this wide-ranging list of shows:

Our commitment to creators is set against an exciting backdrop for the industry. Podcasting recently earned its first-ever recognition at the Golden Globes, where Good Hang with Amy Poehler, from Spotify’s The Ringer, won the inaugural award. As the medium’s influence grows, we’re proud to support and celebrate different voices at the center of it all.

Visit our Creator Milestone Awards hub to explore the full list of winners on Spotify.

How Our 2025 Wrapped Campaign Turns Your Year in Listening Into a Global Celebration

December 3, 2025

The 2025 Wrapped logo lockup on a dark, patterned background

Spotify Wrapped celebrates the audio that defined our year, and the annual global marketing campaign that accompanies it has become a cultural moment in its own right. For 2025, the campaign is a bold, dynamic experience that brings the story of your year in listening into the real world.

“2025 Wrapped is our most action-packed release yet,” said Marc Hazan, Spotify’s Senior Vice President of Global Marketing & Partnerships. “We’re bringing back the fan-favorite features you know and love, and adding bold new experiences that spotlight the way you listened this year. And for the first time ever, meet Wrapped Party, your chance to dive into Wrapped with friends and family and relive the moments that defined your year. Plus, we’re rolling out 50 fan destinations worldwide, giving listeners a place to come together, celebrate their year in music, and be part of something truly global.”

From the design inspiration to massive real-world installations, here’s a look at how the 2025 Wrapped campaign comes to life.

The design: A modern ‘visual mixtape’

Before streaming, mixtapes and burned CDs were the original playlists: handpicked, decorated, and shared as deeply personal gifts. The 2025 Wrapped design builds on that tradition, turning a year of listening into a bold, dynamic “visual mixtape” for more than 700 million fans around the world.

“For me, 2025 Wrapped captures that tension between chaos and clarity,” said Jeremy Wirth, Spotify’s Global Executive Creative Director. “Every gradient and texture reflects that unpredictable mix of emotion and rhythm that makes listening so personal. It’s our most expressive Wrapped yet, and I love that it feels stripped down with the reduced color palette and bold use of images to feel simple and super modern.”

Layered with texture and mixing analog and digital aesthetics, the design captures the spontaneous, authentic energy of music fandom in a way only Spotify can. As part of this, we’re also bringing back our special Wrapped-edition logos. For this campaign, we put a creative spin on our brand guidelines, reimagining the Spotify logo in the spirit of the year’s most popular songs and artists. Try to identify any of those below.

Everything You Need To Know About 2022 Wrapped

November 30, 2022

Listen to this story read aloud in 5 minutes and 30 seconds.


What were your 2022 listening milestones? Did you forge a deeper connection to your favorite creators, or explore new avenues of audio discovery that expanded your listening habits? 

Spotify Wrapped is all about celebrating the endless ways that millions of creators and fans connect through audio each and every day. Starting today, we’re commemorating a year gone by and inviting our fans to join in on the fun with the eagerly anticipated, personalized 2022 Wrapped experience. 

This year’s Wrapped experience is filled with fan-favorite features and exciting new ones that spotlight the many-layered elements of listening that make each and every fan unique. We know that no two listeners are the same—so, from the oddly specific to the unapologetically predictable, 2022 Wrapped encourages listeners to peer into the vibrant kaleidoscope of their listening and show it off to the world. Eligible iOS and Android users with the latest version of the Spotify mobile app can celebrate this ultimate combination of self-expression and play with their personalized experiences. (Creators, fear not: Artists and podcasters will also receive their own personalized Creator Wrapped to learn about and celebrate how their fans listened.)

We’re providing fans with some of their favorite Wrapped features plus a slate of new ways to discover and celebrate their year in listening. Just make sure you’re using the most recent version—8.7.78 or higher—of the Spotify app. (You can check this by going to Settings, then About. The app version you have downloaded will show up at the top of the screen.)

Here’s what to look out for:

Dig into your listening more deeply

Alongside our reveal of the top artists, songs, albums, and podcasts of 2022 that delighted our 456 million listeners around the world, fans can also head into the experience to see their own top lists across genres, songs, and podcasts, as well as minutes listened this year. (You can learn more about some of the genres here.) This year, we’re bringing back now-classic data stories and mixing in new features for a whole new way to discover your 2022 listening. 

The two new stories include: 

  • Your Listening Personality: It’s not only about what you listened to—but what that says about your music taste. This year during Wrapped, we’re showcasing 16 different Listening Personality types that Spotify created for 2022 Wrapped. Your Wrapped will showcase your Listening Personality based on how you listened to music throughout the year. Want to better understand how each of these special personas compare to one another? Find out all about them here.
  • Audio Day: An interactive story that gives you a peek into how your music taste evolved throughout the day, Audio Day showcases the niche moods and aesthetic descriptors of the music you listened to during morning, midday, and evening time periods.

Spotify Transports NYC Commuters to Mars with Immersive David Bowie Subway Takeover

April 17, 2018

Although he hailed from London, music icon David Bowie spent the majority of his life living in, and falling for, New York City. After moving across the pond, he was welcomed to the City with open arms, and soon came to call himself a New Yorker. In the way that Bowie discovered his adopted city, Spotify is giving music lovers the opportunity to go on a journey through the immersive David Bowie Subway Takeover exploring the musician’s influence on music, fashion, culture, and the city that he loved.

David Bowie is, organized by the Victoria and Albert Museum, London, has been up since March at the Brooklyn Museum and honors Bowie’s life, art, and work. In a larger-than-life extension of the exhibition, Spotify is transforming New York City’s Broadway-Lafayette subway station into an underground takeover that pays tribute to the legendary works and sensational life of the musical icon. Fans and visitors can be awed while exploring the Broadway-Lafayette station from Tuesday, April 17 until Sunday, May 13.