Open The World Of Music

To enter a market saturated with heavy hitters like Spotify, Apple Music, and Tidal is no easy task, especially when you’re moving from a free service to a premium paid program.

What separates YouTube from every other streaming service? The ability to dive into the deep end of music and explore at depths only available through YouTube. Where else can you find your favorite artist Dua Lipa’s first cover, first music video, and aspiring artist covers all in the same space in a matter of clicks – YouTube Music.

By creating a disruptive launch on social via a 36-grid immersive experience on Instagram, we were able to create an authentic brand experience unique to YouTube Music and the ability to Open the world of music.

Some quick success metrics:

• YouTube Music saw more than 10 million downloads in the first 90 days post-launch.

• It was the number one ranked app on the overall charts in new markets.

• There was more than 7% follower growth on Instagram on launch day.

• The launch was covered by more than 100 media outlets around the world.

Agency: Swift

Client: YouTube Music

Role: Account Management