An unprecedented year necessitated an adjustment to Spotify’’s traditional OOH advertising. Instead of investing in massive media takeovers, we shifted our focus to the live music venues struggling due to a lack of touring and COVID-related restrictions. With touring grinding to a halt and federal assistance unassured for independent music venues, we wondered how we could use the power and platform of Spotify’s Wrapped campaign to help raise awareness. How could we effectively draw attention to the crisis unfolding amongst these beloved local institutions and emphasize just how much the music industry owes them?

For this campaign, we placed #SaveOurStages messaging directly on the establishments that would benefit most from assistance. By using the spaces themselves as the vehicle for our messaging and highlighting each venue’s unique connection to one of 2020’s biggest artists, we were able to contextualize the significance of this industry, bringing the fight home — literally and emotionally — for listeners.

The campaign used the real marquees of independent music venues across the United States — from Asheville, North Carolina, to Lawrence, Kansas, all the way to San Francisco, California, and more. Each marquee told the story of an artist who defined 2020 but got their start, years ago, thanks to a local venue currently under threat. By amplifying the #SaveOurStages movement, Wrapped was able to give back to the spaces that shaped music culture.

The campaign launched 12/1 with marquee messaging remaining up until 12/31.

By reallocating funds from Wrapped’s annual media budget, we were able to contribute $500,000 to NIVA’s Emergency Relief Fund, the second-largest donation the organization has ever received. On the very first day that the campaign launched, we received over 30 pieces of coverage resulting in 331M+ media impressions. In 2021, the Save Our Stages act was passed as part of the Covid-19 Relief Bill.