New Balance / “The Fearless Ones”

Popular music is becoming more and more homogenous. As award shows continue to reward the same types of artists, their relevance is fading with musicians and fans alike. 

Spotify & New Balance wanted to elevate musicians who defy standard social constructs, shape culture, pioneer new sounds and look for so much more than an award show nomination. We developed The Fearless One program and secured Jaden Smith as the face and curator of the initiative, New Balance utilized Spotify’s music intelligence to generate a playlist that showcased the unique sounds of ‘fearlessly independent’ artists such as Jack Harlow, Harry Hudson and Berhana. This playlist auto-updated throughout the campaign flight to keep listeners on the pulse of emerging artists they should know. Jade Smith recorded audio and video drivers directing listeners to the playlist.

Fader created a series of interviews featuring select artists from the data-driven playlist.

//Role: Lead Creative Strategist (VICE), Production Support, Client Management Support