Developing Spotify's successful Israeli launch
Yoash Foldesh led the strategy and creative direction for Spotify launch as the VP Creative at Allenby Concept House
As an avid music enthusiast and a long-time admirer of Spotify, the world's premier streaming service, I was excited to collaborate on their grand entrance into the digital Middle East.
Our campaign centered on a compelling concept: renowned Israeli artists like Berry Sakharof and Hadag Nahash, along with their fans, were growing weary of the repetitive nature of Israeli media, which often plays the same songs incessantly. This insight underscored the vital role of Spotify as a platform for musical
exploration, offering both listeners and artists an expansive haven to discover and enjoy a rich diversity of new music. A key highlight of this endeavor was collaborating with Berry Sakharof, a celebrated artist who rarely participates in promotional campaigns. This partnership, along with the campaign’s innovative approach, contributed significantly to its success. The launch of Spotify in Israel, bolstered by this strategic and creative campaign, became one of the most successful in Spotify's global history.