EXPERIENTIAL CAMPAIGN FOR PLAYMIST (2020)

Playmist is a campaign I designed to raise awareness about the lack of transparency and inclusivity in both centralised and algorithmic music recommendation systems. And to present new, independent and more community-generated structures for promoting and sharing new music in the digital age.

Taking a step back from data, algorithms, and platforms to emphasise and celebrate the more humanistic and unmanufactured moments of new music discovery, I devised an immersive advertising takeover that would be hosted on the London Underground. The campaign would use bold and viral typography to educate and challenge commuters on music industry practices and guide commuters towards community-oriented playlisting networks to discover new music in new places. The campaign is divided into four distinct phases; discredit centralised and automated music recommendations, establish new discourses around music discovery on a personal level, create engaging moments with new music from marginalised artists and propose new methodologies for more fair and inclusive music discovery.