Spotify

Motomami

Mexico City

March 2022

Marketing, PR, Social

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Context

Launch of Motomami by Rosalía

Guests experienced an immersive activation based on the artist’s new album.

Objective

Position Spotify as the best platform for Rosalía fans to connect in a unique and innovative way. Execute an activation in high-traffic locations and areas frequented by the Gen Z target audience. The creative concept had to reflect the theme of Rosalía's new album: the duality of femininity and how women can empower themselves.

Challenge

Provide creative, innovative, and unique concepts focused on attracting and engaging Gen Z fans while promoting Rosalía's new music.

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The Idea

Drive the launch of Motomami by Rosalía through an experience in Mexico City tied to the album’s theme.

Motomami

#Motomami Tattoo Studio #SpotifyxRosalía

Results

Open activation for all pre-registered attendees, with a total attendance of 500 people.

Merchandise intervention (helmets, gloves, and jackets) inspired by Rosalía was carried out with support from Mexican artists Andree, Mother Monkey, Osmani, and Tone Olvera, whose collectible pieces were exhibited during the event.

With the support of prominent tattoo artists, fake tattoos were created using UV ink to bring the Motomami universe to life on guests’ skin. These designs were approved by Rosalía.

Event amplification on Spotify Mexico’s social media channels (Facebook, Instagram, Twitter).

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