|Title||THE FIRST TAKE|
|Brand||THE FIRST TAKE MUSIC|
|Product / Service||THE FIRST TAKE|
|Category||A10. Use of Digital & Social|
|Entrant||TBWA\HAKUHODO INC. Tokyo, JAPAN|
|Idea Creation||TBWA\HAKUHODO INC. Tokyo, JAPAN|
|Production||MONSTER TYO Tokyo, JAPAN|
|Production 2||THE FIRST TAKE MUSIC Tokyo, JAPAN|
|Kazoo Sato||TBWA\HAKUHODO Inc.||Chief Creative Officer|
|Keisuke Shimizu||TBWA\HAKUHODO Inc.||Creative Director / Art Director|
|Kana Takarada||TBWA\HAKUHODO Inc.||Art Director|
|Hiroshi Yamazaki||HAKUHODO Inc.||Copywriter|
|Kazuki Nagayama||S-14||Director Of Photography / Photographer|
|Kazuhide Toya||Freelance||Lighting Director|
|Kentaro Kinoshita||TYO monster/DINER||Producer|
|Naoto Kusunoki||TYO monster/DINER||Production Manager|
|Genki Iwasaki||TYO monster/DINER||Production Manager|
|Masataka Hattori||Hattori Pro.||Stylist|
|Hirotaka Fukatsu||TBWA\HAKUHODO Inc.||Agency Executive Producer|
|Taisuke Kudo||TBWA\HAKUHODO Inc.||Agency Producer|
|Chikako Nagai||TBWA\HAKUHODO Inc.||Agency Producer|
|Nobuo Mita||TBWA\HAKUHODO Inc.||Movie Editor|
|Kohei Inoue||TBWA\HAKUHODO Inc.||Director|
|Kiyotaka Sumiyoshi||TBWA\HAKUHODO Inc.||Motion Graphic Designer|
|Asako Yano||TWOPLATOON||Graphic Designer|
|Natsumi Shimizu||TWOPLATOON||Graphic Designer|
|Shinnosuke Arima||EDP graphic works||Motion Graphic Designer|
|Ryuta Hoshi||SIGNIF||Motion Graphic Producer|
|Daiki Hanasaka||SIGNIF||Motion Graphic Designer|
We challenged to counter the music industry that is full of "filtered music" that uses lip-synching, vocal effects, and excessive production, with a new genre of "unfiltered music" by creating one-shot digital content that captures the artist's real, authentic performances. By offering viewers a new liberating way to enjoy music, we sought to break away from the standard way hit songs are discovered.
The major record labels (Sony Music, Universal, Avex, and Warner) has long faced the challenge of declining CD sales. In the midst of the industry transitioning to streaming services, the COVID19 pandemic happened. With lockdowns at a global scale, artists were restricted from live performances and participating in festivals, music companies needed to come up with ideas to promote their artists. That's where the concept of music content without filters became the big idea. Free from lip-synching, vocal effects, and excessive staging, this was a new music channel that sought to bring back the authenticity in music.
THE FIRST TAKE is the creative idea. This is a music YouTube channel that captures the artists giving one shot performances with no direction, no retakes and no faking. Even as curated content on YouTube, the aesthetic platform creates a sense of intimacy, and excitement, allowing viewers to feel closer to the artists than even their live performances.
The channel made a conscious decision to hide any branding from any promotion of the channel thus allowing fans to feel closer to the music. New videos are uploaded twice a week at a fixed time, so subscribers to the channel can look forward to new content every single week.
In order to shine a spotlight on the artists, and their authentic performances, we created a minimalistic recording space with just one mic in a white studio. Even if a mistake is made or an accident happens, everything is captured being faithful to the one-shot rule. The following content was also created as additional content for THE FIRST TAKE channel: ・THE HOME TAKE: One shot performances from the musician's home shot during the quarantine period. ・THE FIRST TAKE FES: An online THE FIRST TAKE event with multiple sets by artists ・THE FIRST TAKE STAGE: Audition to discover new talents through one-shot filming.
・In just one year since the channel was launched, the channel surpassed 750 million total views with over 40 million hours watched. ・3.4 million subscribers ・The channel has been viewed in over 219 countries, making it the channel with the most new subscribers in Japan in 2020. ・YouTube Gold Creator Award 2020 ・Regularly ranked #1 on the Twitter global trend list. ・THE FIRST TAKE has changed the way hit songs are made.
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