Brick cafe with a Spotify "Greasy Tunes" sign, gingham curtains and metal patio tables as a woman walks past
Submitted by Seed MarketingAgency IPI Score 46/100

Spotify Greasy Tunes Shoreditch Cafe Pop-Up

Influencer Marketing

Seed Marketing turned a Shoreditch greasy spoon cafe into a four-day Spotify cultural hub for Gen Z, which the agency reports generated 56.7M impressions.

56.7MImpressions
14K+Waitlist Sign-Ups
2.7KTickets Claimed

Case in 60 seconds

Gen Z had grown up with Spotify, so familiarity had turned a cultural powerhouse into a utility, and Spotify wanted to become the cultural platform of choice for a generation that had stopped noticing it.

Familiarity had made Spotify invisible to Gen Z, because a service used every day stops registering as culture, so the page frames the task as earning attention through live presence rather than through more reminders of the app.

Seed Marketing turned a traditional greasy spoon cafe into Greasy Tunes, a four-day cultural hub in Shoreditch where podcasts, live music and breakfast put Spotify's product at the heart of the experience.

Daytime sessions in the Shoreditch cafe brought fans face to face with podcasters including The Receipts, The Fellas and JaackMaate's Happy Hour, while evenings hosted live gigs featuring Thomas Headon, ArrDee and Cat Burns. Gen Z TikTokers Ash Holme, America Foster and Luke Vernon hosted, and every guest left with a Greasy Tunes playlist built around their breakfast order.

Seed Marketing reports 56.7M impressions and 14K+ on the waitlist for the cafe, while 2.7K tickets were claimed across 4 sold out days, which the agency presents as a cultural moment that reached beyond the postcode.

Strategy Breakdown

Gen Z, a generation that had grown up with Spotify and stopped noticing it.
Spotify was everywhere in Gen Z life, which meant it was taken for granted, so the brand's ubiquity had become the reason a cultural powerhouse was treated as a utility.
The page casts Spotify as the host of culture rather than the pipe that delivers it, with the playlist built around each breakfast order putting the product at the heart of the experience.

Creative & Execution System

Partners

  • Seed Marketing

Participation mechanic

  • Fans claimed tickets to visit the cafe, met podcasters by day and attended live gigs by night, and every guest left with a unique Greasy Tunes playlist built around their breakfast order.

Creator role

  • Ash Holme — creator
  • America Foster — creator
  • Luke Vernon — creator
  • The Receipts
  • The Fellas
  • JaackMaate's Happy Hour
  • Thomas Headon
  • ArrDee
  • Cat Burns

Results & Evidence

MetricValue
Impressions56.7M impressions
Waitlist Sign-Ups14K+ on the waitlist
Tickets Claimed2.7K tickets claimed
Sold Out Days4 sold out days

Why Seed Marketing's strategy worked

  1. 1

    A personalised artefact tied to an ordinary act, here a playlist built around a breakfast order, places the product inside the experience rather than beside it, so the brand is the thing guests carry home.

  2. 2

    Splitting a short residency into daytime podcast meetings and evening gigs lets one venue serve several fan bases, because each programme draws its own audience into the same branded space.

  3. 3

    Using Gen Z TikTokers as hosts gives a single physical location a route to people who never visit it, because the page says every moment was designed to travel beyond the postcode.

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