"AfroDesi Anthems" Edutainment Campaign

To promote the AfroDesi Anthems playlist, we partnered with a select group of music edutainment creators and reaction influencers to introduce audiences to the unique world of AfroDesi music—a genre blending South Asian sounds with African-inspired production. Born in the diaspora and now thriving across the Indian subcontinent, this fusion not only resonates with global listeners, but holds a special place in the heart of third culture South Asians learning to blend their various cultural influences. Our campaign sparked widespread conversation and discovery, ultimately making AfroDesi Anthems the most-followed AfroDesi playlist on Spotify—a title it continues to hold today, despite competing playlists that launched earlier.

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