Creating a Social Media Campaign which puts music at the heart of creativity.
Concord Music Publishing is as big as it gets in the publishing sector and with the 4th largest music library in existence, there’s no shortage of talent. The catalog is home to more than 400,000 copyrighted works by some of the world’s most celebrated songwriters, composers & lyricists, including names such as Daft Punk, Mark Ronson & George Harrison. But with all that music how do you choose what to play?
Passing the AUX to music masters Playlister FM, Concord Music Publishing decided 2021 was going to be their year to shout loud and proud about their awesome collection. A campaign was formed called ‘Music Seen’. The overall aim? To champion music and creativity with a curated playlist that puts great music next to great artwork!
To achieve this, the year has been split into themes with a new artist, or illustrator commissioned to develop a responding cover for each week. Amplifying the visuals, Playlister FM are hand picking the seven subsequent tracks that best tell the story of 2021. All being shared across Spotify and Instagram.
The Challenge
Sounds amazing right? But there was a problem… It needed a look and feel that would make it stand out in a saturated social media landscape. Not only this it needed to be adaptable and workable for the Concord team, attract a creatively minded audience and it needed to have a tone-of-voice which wasn’t like anything else. That’s where we come in!
What We Did
As always, we rose to the challenge with a host of intuitive ideas that set out to get Music Seen noticed. Working to Concord’s requirements, we designed a socially charged campaign from planning to execution that created a brand identity and plan to engage with creatives. Through creation of social media templates to house Concord’s impressive track catalogue and a number of other interactions such as Instagram Stickers, story templates and designs, this promoted a hub of activity and intensified our audience’s experience. All whilst handling the overall content strategy, marketing and social media management for Music Seen!
The campaign is running until the end of 2021 and we look forward to sharing what’s lined up!
Be More Vertical
Vertical is an ever growing important factor when considering any social media campaign strategy, with Instagram moving their product features to optimise on this format. From Reels, to IGTV and Stories vertical is here to stay and is on average used at a far greater level than any feed based posts.
We utilised gamification across vertical touchpoints to create a more engaging experience for the audience and further elevate the campaigns personality. This included the creation of interactive games and content which optimised on Instagrams inbuilt widgets to further assist in the promotion of Concord tracks.
Making It Stick
With a selection of main templates designed to be easily updated by Concord Music Publishing without a need for design knowledge, we created 51 stickers to cover a wide array of music genres, anniversary dates and track BMP.
With the addition of animated stickers for Instagram Stories, this further enhanced the reach of the Music Seen campaign, content personalisation and allowed the Concord team to be fully immersed in the ongoing design process.
“
Studio BND are the dream team. Working with them on Music Seen has been not only very fulfilling on a creative level, but seamless from an organisational standpoint. They are quick, reactive and appreciative of our needs as a global company. Total pleasure!
Studio BND have created a graphic language and energy that has elevated this project for all of us. The visual aspect of this project is equally as important as the audio and to have a design team that is as responsive and progressive is invaluable.
Getting Online
From planning, we wanted the Music Seen website to house various illustrators and showcase the talent – whether this was from up and coming artists or established creatives. Alongside this, tracks of the week could be seen here and browse an Instagram API that allowed visitors to listen to the Music Seen 2021 Spotify playlist, curated by Playlister FM.
We implemented a sticker interaction within the site’s banner to replicate the gamification created through Music Seen’s Instagram Stories campaign. In turn, this helped to increase Click Through Rate and boosted SEO.
We called upon studio friends, ‘Make Do’ to handle the overall build of the site design.
Who Doesn’t Like a New T-Shirt?
Consisting of a bespoke T-Shirt, sticker sheet and print design plus Daft Punk’s, ‘Random Access Memories’ on vinyl, we designed and produced merch packs for key individuals across the music and creative industries, whilst working to distribute and allocate for maximum exposure. This helped to highlight and further promote the campaign and run alongside our digital assets.
Music Zine
To finish off the campaign we created a colourful zine showcasing all 52 artist, illustrators and designers from across the campaign and their unique designs, along with all 365 tracks pulled from Concord extended catalogue.
PUTTING MUSIC AT THE HEART OF CREATIVITY
Concord Music Publishing is as big as it gets in the publishing sector and with the 4th largest music library in existence, there’s no shortage of talent. But with all that music how do you choose what to play?
Passing the AUX to music masters Playlister FM, Concord Music Publishing decided 2021 was going to be their year to shout loud and proud about their awesome collection. Amplifying the visuals, Playlister are hand picking the seven subsequent tracks that best tell the story of 2021.
WHAT WE DID
We designed a socially charged campaign from planning to execution. Through creation of social media templates and a number of other interactions such as Instagram Stickers, story templates and designs, all whilst handling the overall content strategy, marketing and social media management for Music Seen!
BE MORE VERTICAL
Vertical is an ever growing important factor when considering any social media campaign strategy. From Reels, IGTV and Stories vertical is here to stay and is on average used at a far greater level than any feed based posts. We utilised gamification across vertical touchpoints to create a more engaging experience for the audience and further elevate the campaigns personality.
Swipe
MAKING IT STICK
With a selection of main templates designed to be easily updated by Concord Music Publishing without a need for design knowledge, we created 51 stickers to cover a wide array of music genres, anniversary dates and track BMP.
“
Studio BND are the dream team. Working with them on Music Seen has been not only very fulfilling on a creative level, but seamless from an organisational standpoint. They are quick, reactive and appreciative of our needs as a global company. Total pleasure!
Studio BND have created a graphic language and energy that has elevated this project for all of us. The visual aspect of this project is equally as important as the audio and to have a design team that is as responsive and progressive is invaluable.
GETTING ONLINE
From planning, we wanted the Music Seen website to house various illustrators and showcase the talent. Alongside this, tracks of the week could be seen here and browse an Instagram API that allowed visitors to listen to the Music Seen 2021 Spotify playlist, curated by Playlister FM.
We called upon studio friends at Make Do to handle the overall development and build of the site design.
WHO DOESN’T LIKE A NEW T-SHIRT
Consisting of a bespoke T-Shirt, sticker sheet and print design plus Daft Punk’s, ‘Random Access Memories’ on vinyl, we designed and produced merch packs for key individuals across the music and creative industries, whilst working to distribute and allocate for maximum exposure.
Music Zine
To finish off the campaign we created a colourful zine showcasing all 52 artist, illustrators and designers from across the campaign and their unique designs, along with all 365 tracks pulled from Concord extended catalogue.
