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.

 

Open the world of music. The complete album is here. The official video is here. The live performance is here. It's all here. Get the YouTube music app.

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.

Karol G rooftop parking lot with classic car
Behind the scenes Karol G video shoot. She is wearing pink dress and looking at her phone surrounded by camera equipment and crew
Woman having make up applied while she looks at her phone on a video shoot set
Impressions103M
Earned Media14.5K
Reach1M
Views4.4M
J Balvin standing in front of bridge

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.

YouTube Ads up in Union Square station. Open the world of music. Its all here. Get the YouTube Music App
Cardi B radio is here. It's all here. YouTube Music ad on side of brick building
Discover all on the YouTube music app.
Various YouTube Music poster ads displayed on green wall next to sidewalk.
Video Description: Time lapse of youtube usic digital billboard on city corner at night
ASAP Rocky YouTube Music Digital Billboard on corner of skyscraper
Beatles Abbey Road YouTube Music ad on corner of skyscraper. The complete album is here

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.

YouTube Music billboards covering corner of building in New York City. The new music steaming app. Made by YouTube
Billie Eilish at Coachella Live on the YouTube Music app billboard
Ad on top of taxi says Get the new music streaming app.. Made by YouTube. YouTube Music
Digital Sign in train station says Open the world of music. Youtube Music Get the new app