Spotify
Sonic Science Volume 2 & Culture Next Volume 5
Project Overview
CJ Welch, now Co-Founder and Executive Producer at RareForm, led two distinct research initiatives during his time at Archrival. These projects spanned 22 months and involved 15 international markets, demonstrating CJ's expertise in directing mixed-method research, content strategy, and creative execution. The scope included report copy, design systems, social content, photography, video assets, and sales tools.
Approach
At Archrival, CJ Welch spearheaded a multidisciplinary team of researchers, designers, creative directors, copywriters, web designers, and localization experts. This collaboration with Spotify ensured the production of compelling research reports, with meticulous localization—adapting data, graphics, and copy for all 15 international markets.
Objectives
To solidify Spotify's position as a thought leader and cultural influencer in the audio world, CJ and his team iterated the Sonic Science and Culture Next publications. They analyzed users' sonic preferences and their implications for advertisers while exploring emerging cultural trends specific to Spotify.
Studio Member Collaboration
Member: CJ Welch
Agency: Archrival
Role: Executive Producer
The reports provided invaluable insights, enhancing Spotify's understanding of its audience and reinforcing its cultural influence.
Sonic Science Vol. 2: This report offered a comprehensive analysis of users' audio listening habits throughout a typical day, providing advertisers and creators with valuable insights on how to tailor their content effectively to target demographics.
Culture Next Vol. 5: This report provided an updated exploration of the ever-evolving cultural landscape, offering insights into emerging trends and habits within Spotify's user base, thereby informing strategic decisions and content creation efforts.