The Week Ahead

Before we started thinking of fun ways to insert O2 Music into the music world, first and foremost we had to land how does O2 Music speak about gig culture. After a few iterations which started to become more and more complicated we stripped it all back to it’s bare basics, which became The Week Ahead. Like the old music magazine’s we would list the upcoming gigs of the week, but build in social CTA’s to swipe up to tickets.

Artist Trailer

With the new mandate for O2 Music to be supporting and showcasing the next generation of the UK’s music, we needed a way to directly link artists with a new fan base. So using the artists music videos, gig footage and a quote from a music publication, we created simple artist trailers which would swipe up to their Spotify on stories, or tag their profile on the in feed post.

O2 Music X Brits Week

Earlier in the year O2 were the proud sponsors of Brits Week and the Brits Awards. Never one to miss an opportunity we created a simple asset that used a simple comparison copy to introduce one of the artists that we have been working with. ‘If you like Stormzy, then you will like David Gotsound’, with the CTA then driving the user to one of format pieces featuring the artist.

This + This

We wanted to tap into heuristic nature of music with one of our assets, so it acted as if a friend was giving you the recommendation.

‘Oh you haven’t heard of Ta’Shan? She’s a bit of a cross between Jlo and Camilla Cabalo.’

We wanted the This + This asset to use minimal copy to introduce the artist but then using their materials and music to sell the rest.

O2 Music X Young Minds

The charity Young Minds partnered with O2 to start the campaign Own Your Feed which would share stories of people who would try and bring change on their Instagram so they would fill their lives with more positivity. We brought this into O2 Music’s stream by asking artists to give tips about how they keep their feed positive. It was our first foray into bringing a partnership with the mother brand into our stream and it worked well with it’s simplicity.

Priority Trailer

One thing that I never forgot whilst being the creative lead on O2 Music was that at the end of the day it was a buisness. We had to one day figure out how to incorporate ticket sales into our new look and feel for O2 Music. So taking the artist trailer format we brought up the quote from the magazine publication and also brought in the artists logo. All of this pulled together with the CTA directing to Priority Tickets.

Ones To Watch

Going into 2020 we really wanted to try an push O2 Music as having an authoritative voice in music, and what better way to do this than to pick out our top 5 choices for the ones to watch in 2020. Using the artists materials and footage that we had shot for our own formats we created a sizzle reel to showcase the artist. What is even more exciting that R.A.E (the artist in the example above) has gone on to be booked for Glastonbury 2021 on the main stage (yaaaaaassss)