The Challenge
Upon launching their new music app in Japan, YouTube Music needed a big artist promotion campaign.
Upon launching their new music app in Japan, YouTube Music needed a big artist promotion campaign that will showcase the power of their platform in breaking new artists and albums. For the project, YouTube partnered with acclaimed Japanese band Suchmos for the launch of their new album, The Anymal.
The Solution
Fans' voices become the campaign.
Relying on the cultural way fans in Japan write messages to their favorite artists, we asked fans on Twitter to write personal messages to the band. We then made them into personalized digital posters sent in real time to fans. The best posters became actual outdoor posters celebrating YouTube's mission of "giving everyone a voice."