The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 1st Annual Shorty Social Good Awards

Spinnin' Records

Entered in Entertainment


With over 14M Youtube subs and 11M more followers on other social media, Spinnin' Records' social media strategy enabled a small regional Dutch dance music label to become one of the most recognisable dance music brands in the world.

Strategy and Execution

The unique combination of smart branding using the recognisable Spinnin' 'S', implementing that on Spinnin' Records' releases alongside a very creative social media strategy has resulted in a massive audience gathered around the Brand. This enabled the brand to gather an even bigger social audience and with that launch the carriers of big artists such as Afrojack, Nicky Romero, Sander van Doorn, Martin Garrix, Oliver Heldens and many more.

From a marketing perspective, Spinnin' has implemented a great inside-out strategy by using their 'It All Starts With Good Music' slogan to everything they do and with that winning the hearts and minds of the innovators & early adopters. This resulted in the classic 'tipping point' to the masses who embraced and accepted spinnin as a genre defining brand.


The objective was to 'claim' the 'authority' of the dance music genre, like Motown Records once did for its.

With over 25M online fanbase, over 24M listeners to Spinnin's weekly radioshow and the launch of the careers of 25% of the top-100 DJ's Spinnin' has definitely proven to have done just that.


Entrant Company / Organization Name

Spinnin' Records