Amel Afzal
Amel Afzal
Product Design Leader / Creative Director
Brooklyn, NY
amelafzal.com
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WHAT DO YOU DO?
“Currently I work at Spotify on our content and advertising business unit.”
Within that, our team has a deep focus on Spotify’s recent acquisitions within the enterprise podcast platform space. Here we deal with advertising data products and publisher technology that is increasingly complex and highly intelligent.
First and foremost we ensure a seamless, efficient and intuitive experience for our users but on a molecular level my team is focused on providing contextual signals and educational insights that in turn help users, publishers and advertisers take their business to the next level of success.
As the granularity of data tools get more intricate, it is our duty to provide users with relevant information to give their listeners the experience they’re looking for but also to provide advertisers and publishers with more ethical ways of interweaving their business through our tools.
Spotify is a machine with constant innovation in different parts of the company and part of my day to day is interfacing with other business units like marketing and brand to ensure we’re telling a holistic story through our products.
Our mission is to unlock the potential of human creativity – by giving a million creative artists the opportunity to live off of their art and billions of fans the opportunity to enjoy and be inspired by it. On a personal level, my best work is almost always rooted in a deeper goal and my craft can take many forms.
I love to peel back the layers and tell a story in the most strategic and impactful way.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I went to high school in Sri Lanka and I credit my 11th grade studio arts teacher, Mr. Chrys Hill, with reigniting my passion for the arts. At the time, I was confused and demotivated and then this crazy kiwi shows up and lets me glue tires on canvas and viola! Never looked back.
Tip #1: Find someone who believes in you.
I moved to New York to go to Parsons school for Design where I studied communication design & technology. Living in New York you have the advantage to intern at some incredible companies and I certainly took advantage of that. I managed to land quite a few, the most notable being Viacom and Warner Music Group.
Tip #2: Talk to as many people as you can, get a sense of different job functions and NEVER burn a bridge.
I started my professional career freelancing for Vh1 at Viacom-CBS where I practically did everything. From social, to packaging to websites – you name it. From there I landed at IMG within their creative services department and then finally found my work fam at Publicis Groupe. Publicis is an international advertising agency and I worked for their North America division. At Publicis I worked on several large consumer brands like Charmin, Bounty and Heineken to name a few. I burned through that midnight oil and was grateful to rise through the ranks, loving every second of it. We’re talking agencies in their heyday and boy was it a time!
Tip #3: Controversial but – put in your time at places, you can’t grow sustainably on a personal or professional level in 6 months.
Eventually I wanted to see what it would be like to go in-house and fast forward, I made it to Hearst. At Hearst I worked on several of their digital entities including newspapers. We were tasked with transforming the digital news business at a time when there was increasing distrust in news and hostile politics were only just beginning. I left Hearst leading their brand and product marketing experiences for both acquisition and retention.
Tip #4: Its ok to change industry – read the culture you’re living in – whether its sanity or monetary, make the decision for your future.
That brings us to Spotify which most definitely is the best place I’ve ever worked.
A couple more tips from my experiences:
- Don’t fall behind on technology in your industry. This includes design tools the newer generations are using.
- Stay in touch with people who inspire you and you can learn from.
- You can only make the best decision with the information at hand – if you don’t like it – you can change it, its not that serious!
- Everyone has imposter syndrome. Its ok. We’ll get through it.
- Keep going, don’t let a couple of no’s slow you down.
How do you stand out in your field?
Cliché but – I just be me! I’m not a twin so there’s literally no one else like me, the least I can do is stay true to who I am. Also, I stay learning, I stay hungry and I stay humble. I don’t know everything and I don’t try to act like I do, I’m extremely flawed and I’m always trying to be better than I was yesterday. More tactical ways to stand out in any field: Do some panels, join some relevant clubs, keep growing your network and don’t forget about your passions in your personal time.
WHAT ARE YOU WORKING ON RIGHT NOW?
I can’t disclose specifics on what I’m working on at Spotify for confidentiality reasons but outside of work I try to stay busy. I’m on district board 7 representing the Brooklyn neighborhoods of Sunset Park, Windsor Terrace, Greenwood Heights and South Park Slope. Right now I’m working on galvanizing the digital infrastructure for our community as well as consolidating volunteer programs for the upcoming thanksgiving holiday. I’m also on the alumni boards of Yale and Parsons where I mentor students with career advice and industry knowledge. Lastly, I’m trying to get back to my fine art roots. This summer I started a series of paintings that may or may not be destroyed by the end of the year but in the off case that they make it, I will certainly share.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
It’s hard for me to marry a certain style because I enjoy versatility and I find myself constantly evolving. However, I am drawn to the classics of the world be it visual style, fashion style and the likes – I will typically adapt a fundamental and evolve it with a spark of “newness”.
I often have designers come to me struggling with finding their “style” – my opinion is, don’t put yourself in a box if you don’t want to be there! Yes – there is tons of value (depending on what you do) to stick to a style and continue to finesse it but only if it comes naturally. Authenticity is key.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I’ve art directed several video projects but I don’t have a lot of experience editing on after effects. Its labor intensive and I’m fascinated with that space. It would be amazing to have time to learn everything. I take pride in knowing how to do the nitty gritty and video editing has always been one where I’m just sitting there puzzled at how they’re snippin’ and slicin’ the damn thing! Props.
WHAT IS FRUSTRATING YOU RIGHT NOW?
We’re living in the year 2022. This is a loaded question.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
I would love someone to tackle all the mundane administrative tasks that come along with work and life. I think I’m pretty organized but then I look at my desktop on Friday at 4 pm and think otherwise. On a frivolous level – I would love a personal chef to make me delicious snacks all day. I love snacks.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
When I turned 30 I wrote a list of 20 things I learnt in my 20’s. Would have been swell to know before. You can read it here if you’re interested.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I would love to talk to an economist and get deep dive on what’s happening in the world right now and how it’ll effect us in years to come. Matter of fact, throw in a real estate expert too.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
More than projects, I’m looking for people! People inspire me and I love hearing from folks in different disciplines and learning what makes them tick. I would love to collaborate and exchange knowledge.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
Perfect segue! The ideal collaboration for me is one that expands my knowledge, one that values my time and one that is clear in communication. I love a project that is rooted in a deeper mission, there’s natural synergy and attention to craftmanship.
I’m a third culture kid and have many places I call home and truth be told my ideal collaboration right now would be with Otherland Candles on a line that represents scents from all the places I call home.
Who is a creative that has helped you elevate your work?
SO MANY.
While I was an intern at Warner Music Group, I had a tough (borderline evil) boss who taught me how to not treat people.
Shannen Craft, who I worked with at Hearst has taught me so much about product development and is also just an all-round entrepreneurial bad ass.
Michael Villasenor, who has perfected leading with empathy and has made me want to elevate how I tell stories and pitch work.
At Publicis, Emmie Strommen and Steph Piperis on how to pack a punch (and a whole creative concept) in a killer one-liner.
Ashley Zhang of Ashley Zhang Jewelry on how to stay dedicated to your craft and be an amazing mother and wife.
It’s the everyday hero’s for me. One day I’ll have a book dedicated to the everyday heroes of my life.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Write me! We’ll figure it out!
HOW DO YOU STAY CREATIVE?
I stay searching.
This member profile was originally published in March 2021 / Updated November 2022