In the Philippines, the top spot for music streaming is currently held by YouTube, a household name in the market. Spotify aims to steadily grow its user base to secure the position of being the top music streaming platform, by building brand consideration and relevance. To do this, Spotify wanted to tap into the power of fandoms and build a deeper connection with communities with the goal of becoming the top-of-mind youth culture platform for Filipino Gen Z.

Filipino Hip-Hop, also known as Pinoy Hip-Hop, is one of the biggest and fastest growing genres in the Philippines and is even larger outside Spotify. Currently, YouTube is the current go-to destination for Pinoy Hip-Hop reflected in the wide gap between video views vs streams on Spotify. With this, our primary objective is to grow our base of Pinoy Hip-Hop listeners on Spotify, specifically targeting genre fans on YouTube.

In a bold move, Spotify doesn't dictate the narrative; instead, it hands the microphone to the true architects of the genre—the Pinoy Hip-Hop community.

Enter KALYE X, a pulsating movement that isn't just about music; it's a thunderous celebration, a declaration, and a commitment to elevate Pinoy Hip-Hop to unparalleled heights.

Kalye means ‘street’ in Tagalog, encapsulating the genre's essence, representing stories from the streets. 'X' symbolizes collaboration—a multiplier effect that Spotify aims to unleash to put the genre on the map. Through KALYE X, Spotify set the stage for collaborations pushing the boundaries of Pinoy Hip-Hop.

Through KALYE X, Spotify isn't positioning itself as a mere platform, but a steadfast ally to the community, building meaningful connections between artists and fans.

As Pinoy Hip-Hop asserts cultural dominance, Spotify is on a mission to become the definitive home for the genre. To do this, Spotify understands it’s more than just about promoting the music — it's about earning street cred. Going deep, hyper-local and building from the ground up to become a true player in the scene.

To win over the Pinoy Hip-Hop community, we anchored our strategy on 3 Cs:

Collaboration underscores the need to partner with key figures and tastemakers best positioned to represent Pinoy Hip-Hop.

Culture requires us to delve deep into the intricacies and codes of the genre, ensuring that every move we make reflects a profound understanding of the genre’s depth and diversity.

Context directs our efforts towards the right channels to effectively engage the community. Beyond mere logo placement, it's about weaving the brand seamlessly, resonating with fans without coming off as too hard-sell.

KALYE X is a long-term initiative, yielding the following results to date:

49% growth in Spotify Philippines’ monthly active users

1M+ likes on the Kalye Hip-Hop playlist

44% streams growth for Kalye Hip-Hop playlist

2.6M+ streams on KALYE X Spotify Singles

8% uplift in brand consideration

5% uplift in brand love

11% uplift in word of mouth

295M+ earned media impressions

209M+ digital impressions

9M+ social engagements

Beyond the numbers, Spotify achieved what it set out to do - build street cred with the Pinoy Hip-Hop community, manifesting in artists and industry championing Spotify organically, and fans taking part in the conversation.

And if actions speak louder than words, some have gone as far as vandalizing streets in the name of KALYE X. Davao-based Delinquent Society decided to mount a KALYE X graffiti in one of the busiest streets in their hometown. It doesn’t get more kalye than that!