“Spotify for Headbangers” is a motion design piece that celebrates the passion and loyalty of metal and hard rock fans, an audience often overlooked.
The goal was to tell an authentic, character-driven story that naturally highlights Spotify’s features while capturing the raw energy of the genre. Through bold visuals and emotional pacing, the animation proves that niche communities deserve to be seen, heard, and designed for.
Partner
Experimental project
Role
Concept, Direction, Storyboard, Design, Animation
The Problem
Spotify caters to billions of listeners across genres, but metal and hard rock fans often feel sidelined. While the platform offers robust features, the intensity and loyalty of the metal community were not being visually or emotionally represented in a way that resonated with them.
The challenge was clear:
How might we design a motion experience that honors the raw intensity of metal culture while staying true to Spotify’s brand—and doing it all without hard-selling the product?
Research & Constraints
Through exploration of the metal community’s behavior, one insight stood out: fans don’t just listen to metal/Rock, they live it. Their connection to music is emotional, physical, and communal. However, the project came with a constraint:
Avoid heavy product selling.
Instead, the experience had to feel organic and lived-in, while subtly showcasing features like curated playlists, Daily Drive, Blend, and Lyrics. It was also important to strike a balance between high-energy visuals and clear storytelling without overwhelming the viewer.
Solution
The animation centers around Cliff, a passionate, over-the-top narrator who guides us through his daily routine powered by metal and Spotify.
The visual tone mirrors a metal song’s structure:
Intro (High energy): Quick-cut montage of Cliff gearing up for his day. The music hits. The tone is set.
Verse (Momentum): We follow his journey—genre-hopping, headbanging, connecting deeply with tracks.
Bridge (Reflection): A softer moment of introspection as he sees the community around him.
Final Chorus (Resolution): As the day winds down, Cliff simply says, "Time to go." It’s a grounded close that underlines how naturally music fits into his life. The story ends with a nod to the community: “Keep rocking, fellow Headbangers.” No product push, just a moment of connection that honors the spirit of the genre.
Testing & Iteration
Several rounds of testing, from initial storyboards to advanced animation passes—allowed for refinement of pacing, tone, and storytelling. Animatics were shared with both designers and some rock music fans to gauge clarity, relatability, and energy.
Motion & Visual Approach
The visual language was informed by the genre itself: energetic, expressive, and unfiltered. I combined fast transitions, jittery cuts, bold typography, and textured overlays to bring the metal spirit to life.
Character animation focused on Cliff’s exaggerated expressions and rhythm, while the motion design followed the emotional beats of a song—deliberately intense, sometimes chaotic, and always purposeful
User-Centered Storytelling
Instead of placing Spotify’s features front and center, the story focused on real behavior and emotional resonance. Cliff’s day wasn’t about an app—it was about music and meaning. Features like Blend, Daily Drive, and Lyrics were integrated naturally, showing how they enhance his experience rather than dominate it.
This narrative-first strategy helped the story connect deeply with the metal community, honoring their passion and positioning Spotify as a genuine part of their world.
OUTCOME
User Engagement: The story educated listeners on underused features through entertainment, not explanation.
Increased Brand Loyalty: By spotlighting the metal community, Spotify built trust and emotional resonance with a passionate user base.
Stronger Personalization: The narrative reinforced Spotify's ability to adapt to any listener’s taste and lifestyle.
Visual Identity: The animation served as a fresh visual expression of Spotify’s inclusiveness and dynamism.
What I Learned
This project taught me the importance of authentic representation in design, that speaking to a niche audience doesn’t mean making the story small. In fact, it’s in these focused stories that we often find the deepest emotional resonance.
I also learned how motion design can become a storytelling device, not just a visual layer. By shaping animation to reflect the pacing and attitude of the genre, I created an experience that felt true to the community and elevated the brand message naturally.