Crashing Cannes #3: Kay Hsu, Head of Global Creative Lab at Spotify
June 30, 2026 · 12 min
Why listen
A Spotify creative leader explains why treating fans as target audiences is a mistake brands keep making.
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In this episode
- The difference between a target audience and a cultural community
- How to build experiences that fans genuinely value
- What it means to follow your audience instead of just defining them
- Why burning bridges can be a legitimate career strategy
About this episode
Fandoms aren’t target audiences—they’re dynamic cultural communities.
In the third installment of “Crashing Cannes,” recorded live from Cannes Lions, Jason and Lindsay Harris talk to Kay Hsu, Head of Global Creative Lab at Spotify, about understanding your audience, building experiences fans actually value, and how following her mom’s advice to “burn the bridge” has kept her constantly moving forward.
Brought to you by Mekanism.
About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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