Spotify
Culture Next Trends Report

Led sales marketing strategy for Spotify’s Culture Next 2022 Trends Report, collaborating across teams to translate data and dialogue into a powerful cultural narrative, revealing how Gen Z uses sound to shape identity, community, and change.

Year
2022

Client
Spotify

A man with a beard and mustache wearing a tropical shirt and large blue headphones, smiling as he jogs in a park filled with pink flowering trees.
Page from a magazine or report featuring text about nostalgia, music, and social media trends, with quotes and highlighted sections, along with small images of children breaking dance moves.
Bright yellow infographic with black text, featuring a photo of a young man with blond hair, red headphones, and a white shirt, surrounded by graphic design elements. Includes a quote about brands connecting with the next generation through audio, sourced from Spotify Culture Next survey, MAR-APR 2022.

Turning data into
cultural storytelling.

As Lead Marketer for Spotify’s Culture Next 2022 Trends Report, Sanyu partnered with internal teams and insights agency Archrival to craft a global report exploring how Gen Z is reshaping culture through audio.

Blending first-party data with narrative strategy, the report positioned Spotify as a thought leader in understanding how young audiences use sound to express identity, explore mental health, and build community.

From research to rollout, she helped translate insights into a multimedia experience, spanning videos, zines, social campaigns, and interactive digital content. A standout gifting campaign delivered the report inside custom pizza boxes paired with Gen Z-inspired merch, adding a playful, human touch to complex insight work.

The result: a research initiative that became a cultural moment showing how data, when told with creativity, can shift how brands listen to a generation.