A letter from the founder

A music shelf for the streaming age.

I grew up with music everywhere. CDs at home, records at my parents’ place. Scanning spines, pulling something out, studying the cover while the first track played. Making my own compilations — carefully chosen tracklists, hand-written labels, cases lined up in exactly the right order. There was something about curating a shelf. Deciding what went next to what. Rearranging things until they felt right. And when friends came over, they’d always end up standing in front of it. You’d spot something you’d never heard of, pull it out, ask about it. That’s how you discovered music — browsing someone else’s collection.

Streaming changed that. I love what it gave us — access to everything, anywhere, instantly. I’m not going back. But something disappeared along the way. The covers vanished into apps. The shelves went empty. The collection became invisible.

I started Spine because I wanted both: all the access streaming provides, with the physical presence it took away.

Not a vinyl revival. Not a digital photo frame. Something new — a permanent display for the music you actually listen to, connected to the library you’ve already built.

— Ricardo Amorim, Spine founder.

The product

Spine is a wall-mounted album art display. A bar-format screen behind glass — not a TV, not a monitor, a completely different shape designed to sit on your wall the way a shelf would.

Build your collection from any album ever released. Arrange it however you want. If you’re on Apple Music or Tidal, Spine pulls your library automatically. If you’re on Spotify or another service, build it album by album. It’s part of the fun. Swipe to browse. Tap to explore.

Glass that feels closer to paper than a screen. Brushed aluminum end caps. A silk-screened matte black border. The kind of restraint that makes it feel like a design object, not a gadget.

Close-up of the Spine display — brushed aluminum end cap meeting the matte black border, with album spines and Radiohead's Kid A cover visible

Background

Ricardo Amorim, founder of Spine Music

Before Spine, I spent 20 years building products and brands — starting in advertising in São Paulo, then at R/GA London, AllofUs (where I was Partner, and which was acquired by BCG), and BCG. I’ve shipped digital products my entire career. Spine is the first one that’s mine.

My work has been recognised at the likes of D&AD, Cannes Lions and many other industry awards. I’ve also tried to give something back — mentoring students at UAL, speaking at Future London Academy, and judging at The Drum Awards.