YouTube Music gets local with newly launched ‘Neighbourbood Sounds’ campaign via Bolster
YouTube Music has launched an ambitious campaign, Neighbourhood Sounds, to uncover the artists and sounds that are iconic to Australian neighbourhoods. The campaign was developed by creative agency Bolster.
The campaign, a first for YouTube Music, focuses on bringing “local to life” through individuals that sit at the intersection between music and culture in 13 neighbourhoods across Australia.
From Newtown, to Fremantle, to Alice Springs, each curator has catalogued a playlist featuring artists that bring their neighbourhoods to life through music. The playlists are available now exclusively through YouTube Music.
Says Mark Wheeler, head of YouTube Marketing, Australia: “We listened to Aussies, and heard a resounding call out for more Australian music – from playlist curation to profiling local artists.
“This is what Neighbourhood Sounds is all about, giving a platform to the extensive catalogue of
brilliant local music we have across the country. We are proud of our local artists, we love Australian music, and we are excited to be opening the world of music in this special way.”
Four curators star in short videos that hero their neighbourhood and its distinctive sounds. Directed and produced by Jeff Johnson and Jump Productions in collaboration with creative agency, Bolster, the videos aim to give an authentic glimpse into these iconic Australian communities and how music is woven into the everyday.
The campaign is running across digital, social, and contextual OOH including two Adshel Immerse bus sites that feature an audio enabled panel allowing commuters to listen to songs from local playlists and hand painted murals by local artists in Abbotsford and Newtown. Digital media experimented with the new Immersive Ads format, using 15 second YouTube creative to drive users to the relevant, longer format films.
The campaign, led by Bolster, was a huge partnership between many, including production agency, Jump Productions, media agencies, Essence and PHD, PR agency, History Will Be Kind, and events agency, Sense Events.
Listen to the Neighbourhoods Sounds on YouTube Music.
Client: YouTube Music
Client Marketing Team: Mark Wheeler, Michael Stocks, Rachel Beck, Crispen Wilkins
Client Playlist Programing Team: George Palathingal, Ashlee Carroll, Jeff Black
Creative Agency: Bolster
Creative leads: Anthony Zaccaria & Nick Humphreys
Creative producers: Hugo Dean & Jes Egan
Production agency: Jump Productions
Video Director: Jeff Johnson
DOP: Max Walter
Video producer: Jennie McCartney
Online media agency: Essence
OOH media agency: PHD
PR agency: History Will Be Kind
Events agency: Sense Events