Spotify Africa


Agency: Machine_


With a mixture of traditional values and global aspirations, being community driven yet yearning to be able to express themselves as individuals, Nigerian Gen Z’s are navigating finding belonging. Because they aren’t sure how or when to be themselves. Their true selves.

We tend to hide our real selves from the world, from others, and even from ourselves. But music always brings it out. And when it does, it connects to others’ true selves as well.

We wanted to show Nigerian youth that Spotify is the music platform where they can be heard, be reflected and be free, to be as they really are. Where they can discover who they are today, for tomorrow, for themselves.

This professional campaign titled 'Reflections' was published in Nigeria and South Africa in July, 2024. It was created for the brand: Spotify Africa, by ad agency: Machine_. This Film medium campaign is related to the Electronics, Technology, Music, and Recreation, Leisure industries and contains 1 media asset. It was submitted 11 days ago by Group Executive Creative Director: Jabulani Sigege of Machine_.


Agency: Machine_, South Africa
CCO: Pete Little (Publicis Groupe Africa)
Group ECD: Jabulani Sigege
Art Directors: Mantwa Toka, Michael Zulu, Roderick Laka
Copywriters: Akhona Madyibi, Audrey Nyamucherera, Jabulani Sigege
Lead Strategist: Tafadzwa Muzuwa-Penny
Business Unit Director: Mara Diavastos
Account Director: Sindy Mazibuko
Senior Producer: Wakhile Sithole
Project Managers: Asithandile Maqashu, Manoko Thosago
Managing Director: Lindsey Rayner

Spitfire Films
Director: Katlego Baaitse
Executive Producer: Liesl Lategan
DOP: Devin Toselli
1st AD: Adriano Franco
Producer: Bale M
Production Manager: Relebohile Thianye
Production Coordinator:
Wardrobe Stylist: Neo Serati-Mofammere
Wardrobe Assistant: Nthabiseng Molebeledi
Hair & Make-up: Lynn Kennedy
Make-up Assistant: Rachel Darne
Hair: Tshego Sithole
Production Designer: Wayne Smit

Aces Up / Fresh VX
Editor: Kelly Barrett (Aces Up)
Colourist: Kyle Stroebel (Refinery CPT)
Audio: Audio Militia
Final Mix: Simz Kulla
Music: Kcee

Head of Marketing SSA: Sithabile “Star” Kachisa
Marketing Manager Nigeria: Enniye Timiebi


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