Spotify

The Starting Point

The central Idea that shaped everything since: every format had to feel like Spotify — not just look like it. That meant designing experiences from the inside out, starting with community, context, and cultural credibility rather than brand visibility. What started with fan concerts like Von Wegen Lisbeth at a Wettbüro, exclusive brand activations like a KC Rebell special merch giveaway, and intimate launch events such as a dinner for the "Jaa Jaa, Nee Nee" podcast debut, gradually evolved into one of the most diverse and sustained experience partnerships we've built - and loved ever since.

What We Built

Working across multiple Spotify departments over the years — from Podcast and Music to Marketing, Gaming, and Audiobooks — gave us a rare vantage point: a view into the subcultures, communities, and taste worlds that make up Spotify's universe. Each collaboration was an opportunity not just to produce a format, but to help Spotify open up new audiences and markets, moving with cultural relevance rather than behind it. Culture wasn't a backdrop — it was the brief.

All Ears Summit & All Music Friday

One of the first shared visions was to give the booming podcast industry a home. Planning for the All Ears Summit began in 2019; and was promptly interrupted by the COVID-19 pandemic. Standing still was never an option. Together with Spotify, we developed Ways to All Ears, a digital live video podcast series designed to bridge the wait. The series launched with a conversation featuring Luisa Neubauer from our own event space in Berlin, with guests joining remotely, and continued with episodes featuring creators including Eva Schulz (Deutschland3000) and Tommi Schmitt (Gemischtes Hack).
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After more than two years of planning and perseverance, the All Ears Summit launched its first live edition in 2022 at the Wilhelm Studios, an industrial landmark in Berlin that became the summit's permanent home. Germany's largest podcast summit was born. Industry exchange, community building, and making Spotify tangible and approachable were at the heart of every edition: guests met the team, experienced the visions of different departments, and gained a deeper understanding of Spotify's role in the podcast and music market. The big green giant from Sweden was given a face; or rather, multiple faces.

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In 2023, Spotify's Music and ALP team joined with their own summit held the following day at the same venue: All Music Friday, exploring the music industry and pop culture. For us, this meant a unique challenge: Completely reimagining and redesigning the entire venue overnight to create a fresh and distinct experience for a different audience and a different world.

By 2024, All Ears and All Music Friday took place for the third and second consecutive time respectively, drawing over 4,000 guests and 270 Spotify employees across two consecutive days to more than 6,500 square metres of event space, utilised over a seven-day production period. Each year, we expanded into new areas of the venue, continually surprising guests with unexpected spaces and experiences. The presence and support of partner brands played a key role — with our network, we consistently prioritised collaboration and synergy over gatekeeping.

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Podcast Anniversary Events

Beyond the summits, some of the most creatively rewarding work has been celebrating the milestone anniversaries of Spotify's biggest podcast formats, including Hobbylos, Offline & Ehrlich, and Kaulitz Hills. The guiding principle for each: the event is a tribute to the hosts, designed for an audience with exceptionally high expectations about how their favourite product is treated.

This meant scenic productions built with meticulous attention to detail, crafting immersive worlds that bring each podcast to life. From recreating cover artwork to serving the hosts' favourite dishes and drinks, including authentic IKEA hotdogs and champagne for the Kaulitz twins — every element was designed to make guests feel as if they had stepped inside the podcast itself. A major focus throughout was content production and creating shareable moments for a social media-savvy audience. The Kaulitz Hills anniversary episode was brought to life with a live podcast recording at the Elbphilharmonie, followed by an aftershow party on the Reeperbahn in Hamburg.

Fest & Flauschig Weihnachtszirkus

One of the most enduring formats in the partnership is the legendary Fest & Flauschig Weihnachtszirkus: The special year-end edition of Jan Böhmermann and Olli Schulz's podcast, presented as both a video stream and live event, with the evening used to raise funds for charitable causes and welcome a range of illustrious guests. We have produced this event for five consecutive years. What began as a primarily digital production at the Waldorf Astoria Hotel ran in that format for three years before being transformed in 2023 into a spectacular live production in the dinosaur hall of the Natural History Museum in Berlin; and then elevated again in 2024 into a grand stage production at Theater des Westens.

Spotify Wrapped

Spotify's largest and most well-known annual campaign is Wrapped — and for the past three years, we have been responsible for bringing it to life through events in the DACH region. In 2024, this included an exclusive Artist Dinner for 100 top-tier figures from the music industry, featuring guests such as Bausa, Suena, Lucry, Ennio, and Universal Music CEO Frank Briegmann, as well as a Creator Dinner for 50 talents, including the hosts of Mord auf Ex, Levi Penel, and Parshad. After dinner, guests were taken by private party boat to the legendary Watergate club for one of the venue's final events before its closure. The Wrapped Party, which welcomed over 1,000 guests dancing until the early hours to sets by Watergate residents and rising talents.

Gaming: Gamescom & DreamHack

Recognising the extraordinary reach and loyalty of the gaming creator community, we launched the Spotify Lounge at Gamescom 2024 in Cologne, an exclusive space on the 14th floor with a spectacular view over Cologne Cathedral, designed purely as a retreat for creators and talents to connect, network, and step away from the convention floor. Comfort food, great drinks, and a carefully curated atmosphere made it the most sought-after space at the show. Later that evening, creators headed to the Anime Aftershow Party at the legendary Bootshaus, where Spotify was seamlessly integrated as a partner.

At DreamHack Festival, one of the world's leading gaming events, we conceived and built a completely custom Spotify booth where attendees could play on arcade machines, receive Spotify vouchers, and meet gaming stars at scheduled Meet & Greets. This activation was part of a broader sponsorship strategy that also included curating a panel on Music x Gaming and creating an exclusive open playlist tailored for the festival.

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Reeperbahn Festival & the EQUAL Campaign

At Reeperbahn Festival 2023, we produced Spotify's presence as part of the EQUAL campaign: A programme dedicated to amplifying female and non-binary artists. The centrepiece was a special showcase featuring three rising female artists, Sophia Portanet, Leepa, and Ebow, performing in a historic Reeperbahn club. What was originally planned as a laid-back after-show gathering quickly became one of the most talked-about nights of the festival, with industry professionals lining up outside. An open-air afterparty soundtracked by Josi Miller and Miami Lenz kept the energy alive until 2 AM.

The following morning, the EQUAL Lounge provided a very different kind of space: a FLINTA-exclusive loft experience on the 19th floor of the Atlantic House, overlooking the Elbe. Designed as a safer space, it hosted workshops, panel discussions, and masterclasses where emerging and established female and non-binary artists could connect with industry veterans, share experiences, and build community.

Sound Up Masterclasses

For Spotify's Sound Up programme, we produced five high-quality video masterclasses, each 20 minutes long, distributed via a dedicated micro page and social media channels. Exploring what makes a podcast successful and targeting emerging talent — the next generation of podcasters — the series featured speakers including Salwa Houmsi, Khesrau Behroz, and the hosts of Afterhour Unzensiert.

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Skate Noise Playlist Launch Party

In September 2024, in collaboration with Civilist and CPH Open, we produced "Skate Noise" in Berlin: A playlist party for 1,000 skate and music enthusiasts in an abandoned factory hall, with sets by Live From Earth DJs. The atmosphere was crafted through partnerships with Milano Vice and LemonAid, who provided food and brought their social teams to capture the night through reels and photo galleries. The vibe: South Compton Cool.

Frankfurt Book Fair — Audiobooks

In 2024, we had the opportunity to work with a new Spotify team entirely: the Audiobooks team from New York. For them, we created an exclusive side event at the Frankfurt Book Fair: A curated space where publishers and industry professionals could step away from the trade show floor, connect, and gain insight into Spotify's audiobook vision and strategy. The atmosphere was built through custom book-inspired merchandise, live music, and Spotify-branded drinks, all designed to bring the world of audiobooks to life.

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Spotify - a pride PRIDE Partner 

Some events aren't about the brand itself,  they're about the people the brand exists because of. For Spotify's PRIDE activation, we took over a colourful restaurant in Berlin for a PRIDE brunch that was loud, bold, and unapologetically alive. Above 100 guests, live music, and a lineup of queens who turned the space into something between a cabaret, a living room, and a dance floor with comedy sets, lip sync battles, dance-offs, and a full-venue polonaise that pulled everyone in, no exceptions.

The brief was simple and rare: Spotify as a silent host. No brand moment, no campaign push — just a platform offered to the people who are actively shaping culture, with the room and the freedom to do it on their own terms. What emerged was exactly that: a safe space where community came first, the performances were the headline, and the energy was entirely theirs to own.

What It Moved

Seven years in, the partnership has produced something that can't be planned from scratch: genuine continuity. Formats that grew because audiences came back. Summits that became fixtures in the industry calendar. Anniversary events that fans talked about long after the night ended. A gaming lounge that became the most sought-after space at Gamescom. A podcast series launched during a pandemic that laid the groundwork for Germany's largest podcast summit.

Across all of it, the goal was never simply to produce events; it was to give Spotify a physical presence that felt as natural, distinctive, and community-driven as the platform itself. What started cautiously has become one of the most consistently ambitious brand experience programmes in the DACH market.

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