To celebrate UK Rap's meteoric rise to the mainstream, Spotify wanted to honor the early listeners who were there from the very beginning.

We created a Spotify Wrapped-style campaign that revealed if you were a "Day 1" fan of your favorite UK rapper. The campaign included a microsite, out-of-home ads, and featured top talent such as Central Cee, Russ Millions, J Hus, and many more.

We conducted in-depth research into the various rap sub-genres, the history of UK rap, and analyzed key data streams to help tell this story in the signature Spotify Wrapped tone of voice.