All around the world, millions of Spotify fans love hardcore music—and science shows that plants love it too. The thumping, repetitive, high-decibel noise of hardcore stimulates and energizes plants cells, almost as if they’re bouncing around in a tiny hardcore mosh pit.

Naturally, we launched a campaign to tell our hardcore fans the news. Touch points included on-platform video, a shoppable gardening collection with Braindead, a partnership with plant expert Chris Beardshaw, a concert series in LA, and, of course, a Spotify playlist designed to help plants grow.