After landing on “FOR THE LOVE OF MUSIC” and launching a new rebrand with Tidal Rising last spring, our team was on a mission to maximize this new moment to its fullest potential. This new campaign wasn’t just for the artist RISING program but for the entire TIDAL brand as a whole, including both artists and fans. We used our existing branding as a foundation, seeking to amplify the essence of TIDAL, offering an unparalleled platform that celebrated the artistry and craftsmanship behind music while breaking free from the constraints of an algorithm-driven industry. We aimed to foster a community that valued genuine connections, where artists and fans could engage in a profound and immersive musical journey. Through innovative strategies and compelling storytelling, our mission was to reignite the passion for meaningful listening experiences, reminding the world that TIDAL is more than just a streaming service—it is a gateway to extraordinary music and unparalleled access.
Our challenge lay in the need to amplify our original branding position and elevate the TIDAL brand to new heights, particularly during a time when access and algorithms seemed to overshadow meaningful listening experiences. In order to achieve our goal of garnering numerous sign-ups for TIDAL Rising, it was imperative to not only inform and excite artists but also to captivate and intrigue fans, providing them with exclusive insider access.
Our creative solution connected with a powerful revelation rooted in one simple yet complex question: “Do you love music this much?” The answer would act as an open invitation for artists and fans to tell their stories. To launch, we created a 30-second trailer featuring rising artists Sunny War, Reuben Vincent, Cheekface, Danielle Ponder, Paopao, and Baby Storme. This created a full campaign that shot Hero campaign assets while telling artist-specific stories. We sourced material from a variety of formats—still, video, and on-camera interviews. From there, we collectively used the footage of all artists and created a short film that would coincide with a live screening event. In the end, we continued to provide a platform for rising artists while connecting them closer to their fans in a deep way, staying true to the core of TIDAL: the love of music.