Case Study: YouTube Music becomes an authentic voice in culture with Amplify

YouTube launches Music In Residence with Amplify and reaches 30m+ people

YouTube Music, a new streaming service from YouTube, faced the challenge of launching in the UK in a way that would excite consumers, artists, and the music industry to become invested in its platform. The vendor Amplify was tasked with creating an authentic launch experience that would establish YouTube Music as a meaningful voice in culture rather than just another streaming service.

Amplify's solution was the "YouTube Music In Residence" event, a four-day cultural takeover of a London arts space. They designed a series of physical music spaces and experiences, including a sneaker store, a listening session, intimate gigs, and a club, all curated to connect artists and audiences. The event also featured live performances and talks from major music industry figures. This experiential campaign by Amplify successfully reached over 30 million people, hosted 2,750 guests, garnered 250,000 online video views, and drove 2,000 app downloads.

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