Spotify | Casa Spotify Las Vegas

Experiential Activation

CREDITS:
Agency: INCA Productions
Managing Director: Allyson Higgins-Halfpenny
Creative Director: Katelyn Berg
Executive Producer: Evan Amzuri
Senior Production Coordinator: Ashley Holland
Environmental Designer: Adriana Badía
Client Services: Talia Saville

“No es moda, es cultura.”

Casa Spotify is the platform's flagship hospitality moment of Latin GRAMMYs week; an invite-only destination built to host Spotify's Latin artists and key partners. For 2025, I led the creative end-to-end under one throughline — “No es moda, es cultura” — treating the activation not as a pop-up but as a ‘casa’: a home built by and for the artists carrying this culture forward. Programming was designed to give every guest a reason to stay — a bespoke performance stage, a personalized fragrance bar, Casa Spotify blackjack, elevated F&B, and an always-on content studio reimagined as a vintage Vegas "green" room.

The day centered on “El Palomazo”, an afternoon jam session hosted by two-time Latin GRAMMY winner Dav Julca, with sit-ins from Jean Rodríguez, Luck Ra, Silvana Estrada, Julia Mestre, Karen Lizarazo, and Luisa. Casa Spotify hosted Morat, Rawayana, Nicki Nicole, Ana Castela, Andrés Cepeda, Latin Mafia, Grupo Frontera, Marina Sena, and many of the artists, executives, and creators shaping Latin music's biggest week. The room wouldn't empty, demand forced two real-time capacity increases and we held at full capacity through to venue hard close. Coverage landed across Spotify Newsroom, Billboard, Hits Daily Double, and Las Vegas Magazine along with attending artists extending the moment across their own channels.