Case Film

Presentation Board

Title	BEATS MUSIC
Brand	BEATS BY DR. DRE
Product/Service	MUSIC STREAMING SERVICE
Category	A03. MOBILE APPLICATIONS
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 - Ayse Kulahci, Senior Director, Product Management & Strategy		Additional company
Beats Music - Rob Sheridan, Creative Director		Additional company
Beats Music - Trent Reznor, Chief Creative Officer		Additional company

Creative Execution

The result is Beats Music, a digital music service that reinvents the category. From the start, Beats Music was built to be mobile first. Mobile apps for iTunes and android were developed, as well as tablet versions. A desktop version was also created but it has limited functionality, as mobile is the central experience of the service. We created the brand from scratch and designed the interface and user experience of the app.

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.

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 with a major above the line campaign.