YouTube Music
Open the world of music.
Music streaming was becoming a sea of sameness. YouTube Music needed to stand out by showing what made them different: the complete world of music. Not just audio, but videos, live performances, covers, remixes, and the context around the artists.
For the Latino market, this wasn't just a message, it was the reality of how people were already experiencing music. We brought that to life.
The Approach
We created an anthem film that pulled together multiple artists and formats, proving the product truth. Individual artist videos went deeper into their stories. And we took over major markets with OOH that featured Karol G and J Balvin, including Times Square. Every piece showed the same thing: this is where you find everything.
Why it works
YouTube Music brings catalog and culture together in one place. The Spanish anthem speaks to Latin audiences with respect and pride, while the message scales globally. It’s all here.
Behind the Scenes
Captured the production across multiple shoots, documenting how we built authentic moments with artists who understood the platform because they'd grown on it.
The Impact
The campaign launched YouTube Music as a credible player in streaming, with 82MM installs and 42% unaided awareness as a premium music service. More importantly, it showed that leading with cultural authenticity and a real product difference could break through in a crowded market.
