The brief was to create a campaign for Spotify with the aim to increase their target market and finding a way that would allow Spotify to relate to anyone who listens to music.

The idea was to focus on what music means to people individually therefore allowing people the opportunity to express their personal responses to what music means to them using the hashtag #WeAreMusic. This way there is no right or wrong answer and everyone has a chance to voice their own personal opinion which others may relate to.