Spotify Commissions 5 Artists to Visually Express Latinx Heritage Month

Lo Nuestro es Arte campaign spotlights art reflecting different music genres and podcasts

Photo of a Spotify billboard
Spotify unveiled billboards in New York, Miami and Los Angeles. Spotify
Headshot of Ian Zelaya

For Latinx Heritage Month, also known as Hispanic Heritage Month, Spotify is declaring Latinx music, podcasts and culture as art by using literal art.

The music streaming service has unveiled Lo Nuestro es Arte (which translates to Ours Is Art), a digital and outdoor campaign that spotlights musicians and podcasters through colorful art pieces that reflect different genres.

Spotify commissioned five visual artists across the Latinx diaspora—Orly Anan, Cristina Martinez, Luisa Salas, Pedro Nekoi and D’Ana Nunez—to create the colorful pieces. The art is featured behind musicians including Romeo Santos, Ivy Queen and Helado Negro directly on the streaming platform, as well as on billboards in New York, Los Angeles and Miami. Spotify will also highlight the artwork in a virtual gallery accessible via Snapchat.

Spotify’s Ivy Queen billboard features art by Pedro Nekoi.Spotify

“Spotify’s goal is to shed a light on the diverse voices that are making waves in culture and have so much power through their talent,” Monica Herrera Damashek, head of U.S. Latin, artist and label partnerships at Spotify, said in a statement. “There’s no better time than now to celebrate the talented creators that deserve recognition for their art, whether that be music, podcasts or visual art. We’re proud to elevate these moments and provide a platform that highlights the artists and provides consumers an opportunity to feel closer and be able to relate to them.”

Spotify introduced the campaign mantra with a colorful, eye-popping video featuring artists and podcasters Anthony Ramos, Prince Royce, Kali Uchis, Jenn Morel and Walter Thompson Hernandez, each of whom proudly affirm their culture and life’s work as art. The video is a kickoff to a series of mini films Spotify will release on its social platforms, starring influential Latinx music artists and podcasters who will narrate their career experiences.

Additionally, the brand has introduced a Latinx Heritage Month hub that offers listeners curated playlists that amplify different Latinx identities and communities such as Afro-Latinx, indigienous and LGBTQ+. Playlist collections include Sounds of Latinx, The Future of Latin, We Love our Icons and Beyond the Music.

The brand launched a Latinx Heritage Month playlist hub.Spotify

Latinx Heritage Month began Sept. 15 and runs through Oct. 15.

VP, Global Executive Creative Director: Alex Bodman
Creative Direction: Shannon Ross, Kenia Perez
Global Brand Design Director: Rasmus Wangelin
Brand Design Director: Ellen Pai
Art Directors: Rainy Fu, Steven Conaway
VP, Global Brand: Alexandra Tanguay
Head of Global Brand: Lauren Solomon
Brand Lead: Christine Andrén
Associate Brand Manager: Claire Ulak
Executive Producer: Lauren Keller
Senior Integrated Producer: Lisa Nussbaum
Business Affairs: Lauren King
Global Strategy Director: Zach Pentel
Comms Strategy Lead: Chris Lubin
Strategist: Susana Rivera


UM Worldwide


DLA Films



Pedro Nekoi
Luisa Salas
Cristina Martinez
Orly Anan


Head of Music Marketing: Amanda Butler
Music Marketing: Heidi Huerta, Ryan Chappell
Head of Studios Marketing: Lauren Vu
Head of Studios Marketing LatAm: Javier Piñol
Studios Marketing: Kerry McCarron
Social Marketing: Alexa Villareal
PR: Tamika Young, Miguel Banon
Media Lead: Kaitlin Longworth
Media: Michelle Hockett
Content Promotion: Kara Goldsmith, Richelle Cyrus


Head of U.S. Latin Artist Label Partnerships: Monica Herrera Damashek
ALP: Eddie Santiago, Michelle Gas
Content Partnerships: Mike Muney, Sarah Sichel, Liz Lopez
Editorial: Antonio Vazquez, Angie Romero, Jenesis Alonso, Jessica Diaz-Hurtado Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.