PDX—NYC
Millions of Spotify listeners love hardcore music. And surprisingly, we discovered that houseplants love it, too. Seems counter intuitive. But that’s what the science says.
To celebrate our users' love for hardcore and plants, we teamed up with LA streetwear brand Brain Dead to launch a limited-edition collection of gardening gear and gadgets including gloves, plant food, watering cans, pots, and even real seedlings pre-exposed to the power of hardcore music. To connect with fans, we enlisted legit hardcore bands, SPY, GEL and Diztort across the partnership.
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We invited influencers to unbox pieces of our collection at home. The collection drove to an original playlist co-curated by horticulturist Chris Beardshaw for maximum vibe and plant efficiency. As an enhanced playlist, it featured videos from Beardshaw unpacking the science. As an enhanced playlist, it featured videos from Beardshaw unpacking the science.
In markets with top hardcore listenership, we hosted a greenhouse concert series where fans could bring their plants and soak in performances by SPY, GEL and Diztort. That’s right. The real patrons of these shows were plants. The collection and tickets for the concert series sold out almost immediately.
