| Title | BEATS MUSIC |
| Brand | BEATS MUSIC |
| Product/Service | MUSIC STREAMING SERVICE |
| Category |
A08. DIGITAL DESIGN |
|
Entrant Company
|
R/GA London, UNITED KINGDOM
|
|
Advertising Agency
|
R/GA London, UNITED KINGDOM
|
Credits
| Anthony Baker |
R/GA London |
Technical Lead |
| Anthony Galvin |
R/GA London |
Technical Director |
| Dan Kashman/Rory O' Flaherty/Anne Taillandier |
R/GA London |
Digital Advertising |
| Daniel Nieuwenhuizen |
R/GA London |
Associate Design Director |
| Dave Robbins |
R/GA London |
Head Of Production |
| Germán Levy/Pablo Distefano/Leandro Glossman/Andrian Olaru/Razvan Pavel/Artur Ci |
R/GA London |
Engineers |
| James Temple/Jay Zasa |
R/GA London |
Executive Creative Director |
| Jenna Livingston/Jason Ashlock/Luke Wicker |
R/GA London |
Copywriters |
| John Mullin/Tracy Hepler/Catherine Tirpak |
R/GA London |
Social Media |
| Jon Ward/Simone Cucchi |
R/GA London |
Senior Designer |
| Josh Mandel/Kat Friis/Monique D. Veillette/Shannon Worley/Alex Wills/Jocelyn Bir |
R/GA London |
Broadcast Production |
| Josh Yeston/Wilf Eddings/Andy Bull |
R/GA London |
Art Director |
| Jp Toher/Jason Leitch |
R/GA London |
Senior Producer |
| Lucio Rufo |
R/GA London |
Creative Director |
| Niall Mccormack/Catarina Peres |
R/GA London |
Ios And Andriod Engineers |
| Patrick Van Kann |
R/GA London |
Executive Technical Director |
| Razvan Creanga |
R/GA London |
Quality Assurance |
| Rebecca Rumble |
R/GA London |
Editor |
| Rob Northam |
R/GA London |
Associate Creative Director |
| Scott Shaw |
R/GA London |
Interaction Design Director |
Brief Explanation
The aim was to bring the vision of curation plus technology to life. Create a product worthy of the Beats Brand that represents the next step of music’s evolution. Create a brand from scratch that feels connected to culture, and is made to be iconic. Design a user experience that feels warm and human while being highly intuitive and easy to use. Design communications that express the humanity of the service.
The Brief
Streaming music services lack heart. Algorithms aren't enough to fix the problem. If you love Paul Simon, you’ll really enjoy Art Garfunkel. That makes perfect sense to a computer, but not to a human being who lives and breathes and feels. To do to that you need people driven by a passion for music. That was the brief Jimmy Iovine and Trent Reznor gave us—design a revolutionary new service combining human curation and technology, and create a new way to experience music. And, once it’s built, launch it to a mass U.S. market.
How the final design was conceived
The result is Beats Music, a digital music service that reinvents the category—and the integrated campaign to launch it to the world. We tackled the entire problem from branding and naming, to designing the user experience and interface, to marketing in digital, retail, social, events, and broadcast, including the super bowl. We created a multichannel campaign that launched Beats Music to the masses on multiple levels.
Indication of how successful the outcome was in the market
The Beats Music App became the #1 music app in iTunes on the first day of launch. Thousands of mentions in the press, millions of social media impressions and incredible reviews in the music and tech press. Beats Music is well on its way to become the dominant player in the space.