Spotify turned poster removal into part of the campaign
09/09/2026 • Profession news
Spotify has taken fan behavior that brands would usually try to prevent and turned it into the core idea of the latest installment of its global Fan Life campaign.
Street posters were designed with perforated sections that passers-by can tear off and take home, with some versions even featuring artists’ signatures. Rather than treating poster removal as a problem, Spotify built it into the experience, transforming traditional outdoor advertising into an object fans actually want to keep.
The campaign is the third installment of the Fan Life project, dedicated to the rituals and behaviors that emerge around artists and live music. This time, the focus is on real fan communities, from A$AP Rocky fans wearing pink hair rollers and Geese fans in crocheted goose-shaped hats, to Zara Larsson’s audience embracing an early-2000s aesthetic.
The campaign was created by Spotify’s in-house creative team, with the central idea of not interrupting audience behavior with advertising, but instead using that behavior as the foundation of the creative concept.