Case Film

Presentation Board

Title	BEATS MUSIC
Brand	BEATS MUSIC
Product/Service	MUSIC STREAMING SERVICE
Category	A01. INTERFACE & NAVIGATION
Entrant Company	R/GA London, UNITED KINGDOM
Advertising Agency	R/GA London, UNITED KINGDOM

Name	Company	Position
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 Directors
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
Beats Music - Trent Reznor, Chief Creative Officer		Additional company
Beats Music - Rob Sheridan, Creative Director		Additional company
Beats Music - Ayse Kulahci, Senior Director, Product Management & Strategy		Additional company

Creative Execution

We created the service from scratch and launched it to the world. One agency did everything—from branding, to UX and interface design, to a major above-the-line marketing campaign that included TV, outdoor, events, print, digital, and social.

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. Try the app for yourself and you’ll see that it achieves its objectives—the app does provide intelligent recommendations and personalize music more successfully and consistently than any of it’s algorithm-only competition.

Streaming music services lack heart. Algorithms aren’t enough to fix the problem, and deliver people the perfect music for the moment. 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.