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views on the Rising Ballers collab
views in 24 hours on Part 2 of the series
Football and music sit at a key intersection of youth culture, and Spotify wanted to tap into the Santan Cup in a way that felt organic to the community. The aim was to bring the tournament’s world to life on TikTok and Instagram, using creator-led storytelling and high-energy moments to pull fans directly into the Who We Be playlist.
The goal was to spotlight music organically, to make the fans feel like they were there and have insight into what goes on there.
A social-first content series built around the “What Are You Listening To?” format, capturing players and creators sharing their go-to tracks in the moment. This was supported by, a kit-reveal BTS, fast-paced recap content from the tournament and creator-led clips designed to move quickly through TikTok and IG feeds.
The campaign delivered standout organic performance, including:
Together, the content funnelled new fans directly into Who We Be, strengthening the link between Santan FC culture and Spotify’s biggest rap and UK music platform.
The work landed because it felt immediate, playful and rooted in the football community. By blending music discovery with creator energy and real pitch-side personality, the content felt native to TikTok and IG keeping Santan FC at the centre of culture while driving fans straight into the Spotify ecosystem.
views on the Rising Ballers collab
views in 24 hours on Part 2 of the series
Football and music sit at a key intersection of youth culture, and Spotify wanted to tap into the Santan Cup in a way that felt organic to the community. The aim was to bring the tournament’s world to life on TikTok and Instagram, using creator-led storytelling and high-energy moments to pull fans directly into the Who We Be playlist.
The goal was to spotlight music organically, to make the fans feel like they were there and have insight into what goes on there.
A social-first content series built around the “What Are You Listening To?” format, capturing players and creators sharing their go-to tracks in the moment. This was supported by, a kit-reveal BTS, fast-paced recap content from the tournament and creator-led clips designed to move quickly through TikTok and IG feeds.
The campaign delivered standout organic performance, including:
Together, the content funnelled new fans directly into Who We Be, strengthening the link between Santan FC culture and Spotify’s biggest rap and UK music platform.
The work landed because it felt immediate, playful and rooted in the football community. By blending music discovery with creator energy and real pitch-side personality, the content felt native to TikTok and IG keeping Santan FC at the centre of culture while driving fans straight into the Spotify ecosystem.
