Retrospect and Spotify's Frequency Initiative Elevates Black Creative Voices
Retrospect recently launched work for Spotify’s Frequency, which is the streaming platform’s global initiative that elevates Black creativity, culture, and voices across the platform and beyond.
Retrospect’s latest work is in support of the most recent Frequency iteration, 'Waves of Wellness,' which captures an honest, candid discussion between Spotify Podcaster Shan Boodram and Artist Foggieraw discussing mental health and the importance of self-care. With gen z podcast listeners in mind, Retrospect led creative strategy and production - recently culminating in a bright, shining LED billboard in NYC’s Penn Plaza. As part of the 360 campaign, Retrospect curated a vibrant and earthy visual aesthetic to further Frequency’s positioning as an authentic and eye-level go-to source for Black podcast listeners.
Frequency is built exclusively for the Black community to turn the volume up on Black expression, expanding the depths of their impact -- where both listeners and creators can freely express themselves, and in doing so, shape the future. The platform serves as a cultural space to amplify Black voices, doubling down on Spotify’s investment in Black gen z creativity and experience through content that promotes healing and wellness for optimal mental health.
“When we started building this campaign, we needed to make it known that an elevated, culturally-relevant experience exists for Black people, especially for podcast lovers. After the isolation of the pandemic, and seemingly non-stop Black trauma, we are definitely in need of a place to experience freedom of expression and the full richness of our emotions. We need space to heal from our past while making space for happiness and hope.” said Retrospect CEO and co-founder, Quinnton Harris. “This campaign gave us at Retrospect the opportunity to centre self-care in a meaningful and impactful way. I continue to feel inspired by this work, and I love each opportunity I have to evangelise the breadth and depth that is Frequency, because our Black experience is not a monolith.”
“When we partner with clients, our goal is to bring their product to life through the unique lens of our storytelling ability. Frequency exists as a digital haven that pairs podcast listeners with content from Black talent that feels familiar - these creators look like them, sound like them, and think like them,” said Joy Ekuta, Retrospect chief strategy and operations officer, and co-founder. “We wanted to bring Frequency to life in a way that utilised all the authentic traits of its creators with its target audience. We took a research and culture forward approach to come up with that message, which led us to realising that goal.”
“Frequency is such a special platform within the Spotify ecosystem. It’s been an honour to celebrate the very real, very present, and very valid perspectives of young Black folks on topics like fashion, culture, music, and, in this most recent campaign, wellness. ‘Waves of Wellness’ brings creators from different mediums together (Foggieraw as a music artist and Shan Boodram as an experienced podcaster) to affirm young Black folks that wellness is just as multifaceted and complex as they are. And that the important conversations bringing levity and also pushing our community forward, are happening on Spotify,” said Bre De Leon, marketing manager, global podcast marketing at Spotify.
