On August 26, Spotify’s Fan Life ad campaign is back – this time, with 7 cinematic films that put real fans front and centre.
The first iteration of Fan Life captured attention for its vivid, photographic portraits of fandom culture. Now, the streaming giant is leaning further into storytelling, translating fandom from still imagery into motion. Each short film explores the rituals, aesthetics, and communal spirit that animate music fandoms in everyday life.
As seen in the newly released series, real fans of Bad Bunny, Charli XCX, Lil Uzi Vert, Rezz, Sleep Token, Megan Moroney, and Pitbull take the spotlight. The vignettes move seamlessly from intimate moments, a Bad Bunny fan hosting a dance party with his abuela, to playful communal gestures, like Charli XCX devotees cycling through city streets at dawn or Pitbull’s loyalists suiting up in bald caps and sharp tailoring in tribute to “Mr. Worldwide.”
Fans can expect to encounter the films across global billboards, subway takeovers, and social platforms, spanning markets from the U.S. and Canada to France, Brazil, Mexico, Germany, Italy, Spain, and beyond.
The evolution from stills to film signals a deliberate creative expansion.
“For this second phase of Fan Life, we wanted the films to take center stage and be seen in ways that feel just as bold as the fandoms themselves. From giant projections lighting up U.S. cities to outdoor cinema screenings in Germany, we’re bringing these stories to life on a bigger scale. Our hope is simple: when fans see these films, they see their own communities and feel the same passion we set out to capture on screen,” says Laura Kirkpatrick, Senior Director, Global Marketing at Spotify.
The campaign was created in-house, showcasing Spotify’s confidence in owning its creative direction while pushing the boundaries of how fandom can be visualised. With this second installation, Fan Life positions Spotify not just as a platform for listening, but as a cultural narrator of what it means to be a fan in 2025.
