THE PLAYLIST SONG

Short List
TitleTHE PLAYLIST SONG
BrandTWINTOES
Product/ServiceTWINTOES
Category E01. Music Video
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Media Placement MORTIERBRIGADE Brussels, BELGIUM
PR MORTIERBRIGADE Brussels, BELGIUM
Production MORTIERBRIGADE Brussels, BELGIUM
Post Production MORTIERBRIGADE Brussels, BELGIUM
Credits
Name Company Position
Joost / Philippe / Jens Berends / De Ceuster / Mortier mortierbrigade Creative Directors
Antoine Geluck Chance Musician
Nicolas Mouquet mortierbrigade Copywriter
Geoffrey Masse mortierbrigade Art Director

Why is this work relevant for Entertainment?

We turned content into culture, an idea. It captivates and connects with consumers in a new way.

Background

Spotify Playlists rule today’s music industry. With their billions of listeners, they became even more influent than radio stations. But how to get there? It’s not easy to stand out in the 60,000 everyday new releases on Spotify. Brussels duo Twin Toes asked us to find an idea that would help them launch their band and attract the press in today over saturated music industry.

Describe the creative idea

For the debut single of Twin Toes, we created a song and a music video made from official Spotify playlists to attract the attention of Spotify curators and the press. In close collaboration with the band, we wrote lyrics using 33 official playlists names. Ingeniously put together one after the other, these words take a new meaning: a heartbreak that we would try to forget through streaming music. For the music video, we recreated and reinterpreted the 33 original Spotify visuals.

Describe the strategy

Every band wants their song in official Spotify playlists, we thought it might be a smart idea to do the opposite, so we put official playlists in a song.

Describe the execution

The music video was released on Youtube on September 21, 2021. It was released on Spotify and all streaming platform the same day (Apple Music, deezer, etc.). The song was promoted during a month starting from the release date on a national scale on social media : Instagram posts and stories, Facebook ads.

Describe the outcome

With this unique approach, Twin Toes ended up on national tv programs and international music media such as Earmilk, Music All New, Indie Solo, FameMagazine, Larsen, La Vague Parallèle, etc. And the song also directly seduced international booking agency Live Nation giving the band the chance to start touring in renowned venues and festivals. The Playlist Song was also added in several curated playlists on Spotify counting thousands of followers. Not so bad for a debut single in today’s music industry, until they really make it to the official Spotify Playlists. - +72% followers on Spotify - + 216% fan engagement on social media