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Spotify celebrates the fans who fuel music culture

Spotify, Global

Global – Spotify has relaunched its Fan Life campaign to spotlight the fans who fuel music culture. The global marketing initiative features a new series of short films capturing the movement, sound and emotion of fan communities.

This second instalment of Fan Life highlights seven international artist fandoms: Bad Bunny, Charli XCX, Lil Uzi Vert, Rezz, Sleep Token, Megan Moroney and Pitbull. Scenes showcase fans engaging in their signature rituals, from a dance party with a Bad Bunny fan and his abuela to late-night bike rides for Charli XCX devotees. Notably, one clip shows Pitbull fans donning bald caps and suits on their way to a concert.

Rolling out in markets worldwide, the campaign also spotlights local artist fandoms such as Italy’s Kid Yugi, the UK’s PinkPantheress, France’s Aya Nakamura and Brazil’s Anitta.

‘Being a fan is about more than just listening – it’s about connection, community and creativity,’ Spotify said. Fan Life aims to celebrate these moments and the passion that drives fandoms across the globe.

This aligns with our Great Concert Comeback report, in which we analysed how live music, fan engagement and immersive experiences are driving record consumer spending and reshaping the entertainment economy.

Strategic opportunity

Consider how fan-led content, such as user-generated stories, challenges and collaborations, can strengthen loyalty and amplify authentic engagement

Jo Malone finds growth in China’s live-stream boom

AI imagery by The Future Laboratory, UK

China – Fragrance house Jo Malone has tapped into China’s e-idol economy with a group live-stream featuring male idol group Joy X on the short-form video-sharing app Douyin.

The two-and-a-half-hour broadcast drew nearly 600,000 viewers and generated an estimated £104,100–260,100 ($140,000–350,000,€120,000–300,000) in gross merchandise value, almost 10 times the brand’s typical livestream revenue (source: Qingyan). Joe Malone’s solo livestreams typically attract around 50,000 viewers.

E-idols are a genre of idol groups building a fan base through performing on online platforms and live-streaming e-commerce, rather than traditional in-person performances.

The format, known as ‘团播 tuan bo’ (group live-streaming), is typically dominated by domestic brands in China. But the 80% female audience, aged predominantly between 18 and 23, is primed for the global cosmetics industry (source: Jing Daily).

McKinsey & Co predicts live shopping will make up 20% of all shopping by 2026, as explored in our Future of Live Shopping report.

Strategic opportunity

Experiment with performance-led live shopping to unlock new revenue streams and engage Gen Z audiences on the platforms they spend, socialise and shop on

Stat: Impulse shopping fuels £64bn ($86.7bn, €74.3bn) retail opportunity

Photography by Max Fischer

UK – Consumers are spending more and doing so more impulsively, according to a study by Vanquis. The research reveals that Brits now make an average of 42 impulse purchases a year, totalling £944 ($1,269, €1,087) per person, or £64.4bn ($86.7bn, €74.3bn) nationwide.

In our Value Vanguard report, we explored the rise of emotional spending – a key driver behind this shift.

Food and snacks dominate unplanned buys, with 51% of shoppers splurging outside their budget – rising to 66% among 25-34-year-olds. Convenience retailers benefit most from single-serve grab-and-go formats, a behaviour we spotlighted in our Grab-and-Go Cuisine report, while the healthy snacks market is adding fresh momentum.

Fashion follows closely, with 43% of Brits buying clothing on impulse, fuelled by a 13% surge in fast-fashion sales this year. Restaurants, takeaways and cafés capture 31% of spur-of-the-moment spend.

Social media is the accelerant – 56% of Brits say TikTok, Instagram and YouTube influence their purchases, with TikTok Shop doubling its UK sellers in the past year.

Strategic opportunity

Craft campaigns and products that trigger joy, comfort or desire in the moment. Use sensory design, social storytelling and limited-time offers to transform impulse buying into lasting brand connection