YouTube Music: In Residence

YouTube Music: In Residence, Amplify / YouTube Music
Amplify + YouTube Music create an endlessly explorable space in one of London’s most iconic gallery spaces…

YouTube Music In Residence was a four-day hyper-cultural brand experience designed to launch the new YouTube Music app and make the biggest catalogue in music unmissable.

Amplify simultaneously launched YouTube’s new music service to industry, artists and influencers. The exploratory experience was a free-flowing space that invited guests to discover rich pockets of musical culture and connect with artists across genres.

The design of 180 Strand, a space usually reserved for creative and cultural endeavours rather than brand activations, was themed around hyper-cultural musical moments that were endlessly discoverable, instantly shareable and opened up the world of YouTube Music.

Through a combination of different creative outputs including a documentary, exhibition, sneaker store and cultural event programming, we reflected on the creative heritage of a tech-driven app – from rave culture to grime, from Camden legacies to crate-digging.

The main experience was supported by our ‘drop culture’ inspired takeovers in the offices of Warner Brothers, Sony and Universal and core music execs and business influencers invited to an exclusive lunch with head of YouTube Music and legendary music industry mogul, Lyor Cohen, who started by managing rappers for Rush Productions before leading Def Jam.

Check out the case study and video here: