ROLE: CREATIVE DIRECTOR CLIENT: YOUTUBE AGENCY: CO:COLLECTIVE
The ask: launching the YouTube Music app meant answering one question — why this and not Spotify?
The library. Other apps stop at the album version. YouTube has the covers, the remixes, the fan edits, the live takes — everything a song becomes after it's released — and an algorithm that actually surfaces it. The launch film put that on screen, following a single song through every version of itself. 5M+ views and 1.5M downloads in three weeks.
Made with Ashton Rose, Xavier Teo, and Ant White.
youtube music app
youtube music key
Before the YouTube Music app there was YouTube Music Key (Beta), an invite-only version released to a million users. To promote it we created a visual timeline celebrating how music changed YouTube, and how YouTube changed music.
Made with Ashton Rose, Sam Morgan, and Xavier Teo.