VII

Spotify x Sabrina Carpenter

Isn’t that sweet? I guess so.

Through the Stern and Tisch Entertainment Business Association (STEBA) at New York University, I was able to develop a brand strategy promotional pitch with my fellow music-loving peers as part of STEBA’s mentorship program.

I created this zine to capture the essence of why Spotify Club was created—to connect music fans to the music. The 16-page zine went beyond just the digital world, landing in hands of panelists, packaged in the signature baby blue color of Sabrina Carpenter’s album. Kiss marks and bows adorned each package to capture the small details that make every artist unique.

Analysis of current and future music market trends informed our pitch for Spotify to introduce a new third tier that encapsulates the love people have for music and their favorite artists.

The best way to position this third tier, branded “Spotify Club,” was “from music fans to music fans.” To do that, we wanted to tap into the market for physical “commodities” (as Sabrina would say) and create a short and sweet zine custom to each Spotify Club user.