The case study was one of my biggest lessons in storytelling. We had many ways of looking at the work we did as the cause and effect of the campaign was multifold- an aspiration to shift people from freemium to premium, highlighting the hard work of artists as they are so integral to the platform, calling it an artist's song and not a film star's, setting centre stage for independent artists. For Cannes we focussed on the narrative of highlighting hard work to make the listeners value artists.