Client: Spotify
Agency: In-House
Role: Group Creative Director
In recent years, R&B has fallen victim to the dead or alive debate–shifts in R&B consumption over the millennium have caused folks to question its strength and presence. While the R&B identity crisis may be alive and well, the genre is too.

To respond to a growing demand from consumers for the industry and Spotify to support R&B more rigorously, we have rebranded our flagship playlist “Are & Be” to “RNB X”

This new and improved global R&B flagship playlist serves to remind us that R&B is boundless and ever-evolving. R&B music is undefinable. It spreads, takes shape and reinvents itself over and over again–hence the variable in the title. RNB X serves as a space on-platform to truly represent its fluidity..

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