Background

SB19 has been part of Spotify’s RADAR program since 2020 - an emerging artist program spotlighting international rising talent. SB19 has been rising in popularity over the last two years, with new listeners in markets like the U.S., United Arab Emirates. Since the onset of the pandemic, Spotify has been looking for ways to support artists at all stages of their development, strengthening their connection to audiences. The release of SB19’s new EP in June 2021 (in the midst of strict lockdown) represented a perfect opportunity and challenge at the same time. SB19’s new EP “Pagsibol” (“germination”) symbolizes their beginnings, roots. Given the growing appreciation, pride for local Filipino music over the last couple of years, the EP is a perfect opportunity to strengthen Spotify’s affinity, drive greater mindshare for Spotify in the Pinoy music scene. How do we drive conversation, engagement with limited mobility, less eyeballs on the road?