The streaming brand was looking to gain market share from a more youthful audience and increase relevance and appeal across generations. We identified an opportunity in the streaming market to own a space of emotive storytelling to bolster a deep emotional connection between artist and listener. We built a platform “Listen like legends” that leveraged key partners — Lebron and Drake — and built ideas for bespoke activations, such as a collaborative location-based playlist curated by A Boogie featuring up-and-coming rappers in the Bronx.