Title | YOUTUBE MUSIC NIGHT HONG KONG 2020 |
Brand | YOUTUBE, GOOGLE |
Product / Service | YOUTUBE MUSIC NIGHT |
Category | B02. Real-time Response |
Entrant | ESSENCE Shanghai, CHINA |
Idea Creation | GOOGLE HONG KONG, HONG KONG |
PR | PLUG Hong Kong, HONG KONG |
Production | PRIME CONCEPTS LIMITED Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
Ben Wong | Case Author | |
Nancy Ting | Case Author | |
James Tao | Case Author | |
Betty Wong | Case Author | |
Louis Koo | Hong Kong Performing Artistes Guild (HKPAG) | Case Author |
Chiman Cheung | Warner Music Group | Video Production |
Candy Tam | Universal Music Group | Video Production |
Angela Pong | Sony Music Entertainment | Video Production |
Angela Pong | Sony Music Entertainment | Video Production |
Tony Chu | Media Asia Music | Video Production |
Ling Cui | Essence China | Case Study Author |
Joy Long | Essence China | Case Study Author |
YouTube collaborated with five young famous Cantonese artists throughout the year to support and preserve Cantonese songs.
As online events emerged as the “new normal”, the music industry was at the core of the change. This presented a new opportunity for YouTube Music as a music discovery platform to gain further share of the market due to the increase in demand for content. The objective of the campain is to strengthen its music platform attribute and gain further share of the market.
The event held with live grand concerts from April to December 2020 under theme ‘StayHome #WithMe’ with numerous local musicians sang and interacted with fans in live stream chats to encourage audiences to stay at home during pandemic while create interactively entertainment experience towards Hong Kong market.
Enabled to appeal to its core customer base –– Generation Z –– and exhibit its brand commitment to helping the local music industry, Music Night HK was followed by launching five young Cantonese artists throughout the year to support and preserve Cantonese songs. To ensure the maximum reach, YouTube Music also partnered Music labels and artists also joined this promotion directly driving on the participation rate via respective social channels including their YouTube Artist Channel.
YouTube Music provides quality content. Continuing to be special, Music Night HK created crossover events with young artists with other creators for original sole content. YouTube Music also enabled the music labels to run their own show productions from conception to performance. Fans were able to see a variety of shows from a live concert by local band ‘Dear Jane’ to a lush cinematic musical production by singer Gin Lee.
As a result, 5 music nights generated 1.7 million total playback views, average 7k peak concurrent with actual added subscription of 5,400+ . 96% of the overall viewers liked YouTube Music live stream. Despite facing Covid-19 restrictions, YouTube Music has further established itself as a music discovery platform and a supporter of the local music scene. This resulted in a boost of its overall subscription rate. [All information in the result part is confidential and not for sharing externally.]