YouTube Music has released a five-ad series “It’s Who We Are” which features a YouTube Music user emotionally connecting to a song while defying stereotypes.
YouTube’s chief marketing officer told Billboard the campaign will be dropped during the Republican National Convention- “There’s no doubt that these will cause controversy.
“We did a bunch of segmentation around our users and found this set of users who is really our key target market who finds and defines themselves by music.
“We kind of leaned into characters where you really saw that juxtaposition of the way music is with you at really critical moments in your life and how it helps define you and bring these characters to life in the same way we’re also highlighting this incredible diversity of users and the music we have on the platform.”
Jasyn’s theme: EUNG FREESTYLE (응프리스타일) – LIVE, SIK-K, PUNCHNELLO, OWEN OVADOZ, FLOWSIK”
Kristen’s theme: James Blake – I Need A Forest Fire (ft. Bon Iver)
Afsa’s theme: Blackalicious – Alphabet Aerobics
Tina’s theme: Walshy Fire Presents: Machet – Naturally
Alex’s theme: Elliphant – Club Now Skunk (Official Video) ft. Big Freedia
CREDITS
Client: YouTube
Agency: Anomaly New York
Production company: Park Pictures
Director: Lance Acord
Photographer: Olivia Bee
Editorial Company: Arcade Edit
Editors: Jeff Ferruzzo (Kristen, Alex), Brad Waskewich (Afsa, Jaysn), Ali Mao (Tina)
Editorial Assistant: Dan Gutterman
Executive Producer: Sila Soyer
Producer: Fanny Cruz
