Sebastian Gomez    
The Work

Spotify Spanish DJ + 
Global AOR Pitch

In partnership with Spotify, I led a bilingual social campaign to launch AI DJ in Latin America, spotlighting popular regional artists and crafting culturally resonant memes. I also collaborated with the internal AI product lab to script in Spanish what they’d have Livi say, making the assets feel that much more authentic and tailored to the region.

The campaign aimed to drive awareness of the feature’s availability and show how seamlessly DJ Livi fits into users’ daily Spotify experience.






Spotify Global 2024 AOR Pitch


Project Overview
Spotify invited us to pitch to be their Agency of Record (AOR), seeking a cohesive approach to unify their expansive marketing ecosystem across music, podcasts, and audiobooks.

Strategic Objective
Establish a singular, compelling brand identity and voice that resonates across all touchpoints, transforming Spotify from a perceived “utility platform” into a powerful cultural catalyst for Gen Z.

Strategic Insight and Positioning
Spotify is “the audio in everything”—a cultural companion seamlessly integrated into every aspect of daily life. I crystallized this insight into our Tone of Voice framework: “Audio is how we experience the world.” Strategically positioning Spotify as the essential curator bridging audio and culture, we emphasized its role as the trusted friend who always delivers the perfect recommendation, surprising users with deep cuts and niche references. The result positions Spotify authentically at the center of Gen Z’s lifestyle, fueling their passions.

Platform-Specific Strategy
Recognizing each social platform’s distinct user behaviors, I crafted tailored strategies informed by audience research to effectively engage Gen Z. For example, leveraging the insight that 25% of YouTube traffic stems from music searches, I recommended deep dive and artist-forward short- and long-form video content to funnel users directly to Spotify’s channels, boosting subscriber growth.

Reactive Content Framework
To amplify Spotify’s relevance within cultural conversations, I developed a reactive content framework. This detailed workflow enables Spotify to swiftly capitalize on viral trends, strategically align with major audio-driven cultural moments, and consistently deliver a sharp, timely perspective in pop culture discourse.



©️ 2025 Sebastian Gomez