Spotify Maskandi
Brand IdentityCategory AnalysisEthno Semiotics
Category Analysis
Ethno Semiotics
Brand Identity
The Challenge
What’s up with Maskandi and Zulu culture?
The Story
Maskandi is more than music, it’s a cultural code. Carrying identity, pride and history. But it’s also shifting, blending with modern life and finding new expression through younger artists and digital spaces.
The Outcome
Inspired Spotify to shape a strategy that honours tradition while connecting with a new generation of listeners. See it in action here.