YouTube Music
YouTube
Open the world of music. It’s all here.Approach
YouTube Music was ready to jump into the music streaming landscape years behind its competitors and without any game-changing features at its launch. How do we launch a new music streaming platform for a new generation?
Challenge
We tapped into the consumer mindset of seeking out new experiences and YouTube Music’s true point of distinction: their unrivaled catalogue of music. We crafted a holistic end to end experience across TV, OOH, digital and launch events with the message, “Open the world of music. It’s all here.”
Solution
YouTube Music blew past its 20M subscriber goal in its first year (reaching 25M total subscribers) while pioneering new approaches in artist partnerships through key moments.
Launch ad topped the YouTube leaderboard in July, 2018.
It gained 44 million views and counting.
From England to Times Square to Toronto we directed 400+ creatives for OOH and DOOH screens globally and produced over 100 in house including the New York Union Square Subway takeover.
We created the first seamless broadcast moment in American Music Awards history by bridging an ad and a marquee live performance (Dua Lipa, AMAs 2018) in real time. We shot four artist stories from emerging voices around the world that aired during the AMA’s and Latin Grammys.
Launch ad topped the YouTube leaderboard in July, 2018.
It gained 44 million views and counting.
From England to Times Square to Toronto we directed 400+ creatives for OOH and DOOH screens globally and produced over 100 in house including the New York Union Square Subway takeover.
True end to end experience, crafted on the pulse of culture, mapped out across an entire year of moments when youth consumers were the most energized and engaged.
