Spotify opened "Greasy Tunes," a pop-up cafe in East London this week, in a bid to target Gen Z listeners. Not only did it serve grub, it brought fans together with the creators themselves during a host of meet-ups and special music performances.
The streaming service based the cafe, in Shoreditch, on a traditional "greasy spoon" cafe serving fry-ups (including a vegan version), jacket potatoes and bacon sandwiches; guests received their very own "Greasy Tunes" playlist once they ordered. The walls were decorated with an exhibition by up-and-coming illustrators and painters.
In the daytime fans could hang out with podcasters including The Receipts, ShxtsNGigs, The Fellas and JaackMaate's Happy Hour for a series of talks, challenges, gossip-sessions and more. And in the evening there were performances from the likes of Thomas Headon, ArrDee and ShaSimone. The last two nights saw sets by Cat Burns and Rachel Chinouriri performing to a selection of their biggest Spotify fans.
While Spotify regularly hosts experiential events, such as turning The Bowery Hotel in NYC into an English pub called "The Butterfly" for Ed Sheeran at the end of last year, according to a brand spokesman, this is the first time a pop-up cafe has been created.
The aim was for Gen Z fans to connect with their digital communities, favorite music artists and podcasters in new ways.
"With the new generation of listeners turning to audio more than ever, the audio streaming platforms today face a new challenge—understanding and connecting with Gen Z audiences," said Olga Puzanova, head of consumer marketing, Spotify U.K. and Ireland, in a statement. "We know that Gen Z are looking for more than just a lean-back listening experience: they look for brands and products that allow for lean forward engagement and emotional connection. And this is exactly what the 'Greasy Tunes' experience offers—real connection to their favorite creators in a fun, intimate, immersive setting."