O2 Music
In February 2019 I was brought into the fold of an agency called Just So to help come up with a creative concept for an O2 Music pitch which would engage with the infamous gen-z, whilst highlighting the importance of live music. However instead of playing it safe I asked Just So why don’t we go big.
O2 sponsored over 200 music venues across the UK, yet I could not see anything to showcase the next generation of new music. So with the backing of Just So I came up with a creative pitch that saw O2 Music making their own unique content which showcased the next generation of the UK’s live music scene.
We pitched it. We won it. This is O2 Music
So We Won, What Next?
Good question! The next step was to think of format ideas which each represented different aspects of live music. With this at the forefront of my mind I landed on four different pillars of content which each spoke about the different aspects of live music and showcased the amazing next generation of the UK’s music scene.
Working as the Creative lead (and sometimes Director) of the formats, I wanted each one to have a different energy and feel. From the black & white visuals and sombre tone of On: In: 05 to the energy and visually creativity of Music Box, each of the formats really came out amazingly well and I hope you enjoy.
On: In: 05
What are the thoughts before an artist goes on stage? That was the key thought about this format, a mini documentary that showcased an artist as they prepared themselves before they go out on stage to perform. The series is shot and directed almost entirely by me which just makes me even more prouder of this little series.
Notes On
What are the inspirations behind a song? Working closely with Director Lucy Bridger , we came up with a unique style for such a simple format which evolved over time. Over the course of 11 episodes we spoke about topics from working in the music industry to racism and how they have influenced each of our artists songs.
In The Round
One thing we always set out to do with O2 Music was to create our performance piece, any holy hell did we do it. Creating intimate performances using the O2 Academies, we put up a simple lighting set up and singular filming rig. Inviting bands from all different genres we created a simple effective piece of content which really showcased some of the biggest upcoming names on the UK music scene.
Music Box
One box, ten instruments, one performance. That was the line we had written down for this format, and it took us a few stabs to get it, and here it is. In each of the episodes we invited an artist to recreate their music with ten random instruments from a music box. With such a simple format, each artist was able to bring their own creative flow and energy to their musical process which could be seen in each of the episodes.