Before they were globally renowned pop stars, they were children who danced in their living rooms, wrote tunes on their guitars, and sang for their families.
Spotify spotlights the early beginnings of music stars, including Katseye, Addison Rae, Olivia Dean, and Leon Thomas, in a global campaign celebrating this year’s Best New Artist Grammy nominees.
Today (Jan. 26), Spotify is launching billboards in each nominee’s hometown to honor the communities that supported them from the start. The campaign will run across New York; Los Angeles, and Carlsbad, Calif.; Lafayette, LA.; and London, U.K.
Each ad features an image of a nominee as a child, referencing the early passions and habits that paved the way for their future stardom.
For example, a billboard honoring girl group Katseye will run in Los Angeles with the line: “Six strangers then. Shared by millions now.”
In Addison Rae’s hometown of Lafayette, she is pictured as a baby wearing a crown and sash, revealing her “pageant beginnings.”
Ahead of the Grammys on Feb. 1, Spotify will also host its annual Best New Artist event in Los Angeles, where the 2026 nominees will perform.
