Title | BEATS MUSIC |
Brand | BEATS BY DR. DRE |
Product/Service | MUSIC STREAMING SERVICE |
Category |
B01. INTEGRATED MOBILE CAMPAIGNS: COMMUNICATION BETWEEN MOBILE AND OTHER MEDIA |
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 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 |
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.