CHALLENGE
Japan has the second largest music market in the world, but 80% of its revenue is still originated from physical CD sales - which makes it one of the most challenging local industries for digital services.
In this context, YouTube Music wanted to improve the industry’s perception about the platform, and bring to life the brand’s mission of giving everyone a voice and showing them the world.
In this context, YouTube Music wanted to improve the industry’s perception about the platform, and bring to life the brand’s mission of giving everyone a voice and showing them the world.
IDEA
We decided to amplify the voice of those who matter the most in the music industry: the fans. In a partnership with Japanese band Suchmos to promote their new album on YouTube Music, we turned passionate fans’ messages into personalized music posters, in real time.
The best messages were turned into billboard ads and actual posters for the campaign, and were spread across the city - strategically covering areas that have been part of the band’s history.
The best messages were turned into billboard ads and actual posters for the campaign, and were spread across the city - strategically covering areas that have been part of the band’s history.