Spotify has unveiled a new interactive mobile experience tied to Atif Aslam‘s first studio album in nearly 20 years, Subah Aye Na. The feature, called Discover Your Inner Aadeez, analyzes a listener’s engagement with the artist’s catalog and assigns them one of four fan personas, each with a distinct visual identity and shareable card.
The Pakistani singer-songwriter has amassed nearly 8 billion streams and more than 30 million monthly listeners on the platform, with 96% of streams originating outside Pakistan. The experience aims to reflect the breadth of that global, cross-generational audience.
Four Listener Personas
The interactive feature sorts fans into four categories based on their listening patterns and relationship with Aslam’s music:
- OG Aadeez: Longtime fans who have followed his career from the beginning, with deep emotional ties to his early catalog.
- Early Discoverer: Listeners who actively seek out new releases and hidden gems as soon as they drop.
- Moonrise Aadeez: Those who turn to his music during quieter, reflective moments of the day.
- Borderless Aadeez: Fans who encounter his work as part of a broader, globally diverse listening habit.
Designing for Specificity
Talha Hashim, Spotify‘s Marketing Manager for Pakistan, explained that the project began with the recognition that Atif Aslam’s audience is not a monolith. “The first thing we realized was that this artist means completely different things to completely different people, and that’s the opportunity,” Hashim said. “A 19-year-old in Lahore who discovered him through social media, a 35-year-old in Dubai who fell in love with his voice, a family in London playing his music on a Thursday evening: they’re all Atif fans, but each has a very different relationship with his music.”
The team moved away from a single, generic celebration and instead built an experience that could speak to those distinct connections. “Our ambition was to create something that reflected those different relationships and felt personal to each fan,” Hashim added. “The question wasn’t simply, ‘How do we celebrate Atif?’ It was, ‘Which version of Atif are we celebrating, and for whom?’ That’s where the personas came in.”
How the Experience Works
Available to both Free and Premium users globally in English, the experience begins by asking fans to select their favorite track from the new album. That choice, combined with their listening history, helps determine which persona they receive. Each persona comes with a custom-designed share card intended to spark conversation among the artist’s community, known as Aadeez.
“We wanted fans to look at their result and immediately think, ‘That’s me,'” Hashim said. “The names, artwork, and share cards were all built with that recognition in mind.”
