YOUTUBE MUSIC NIGHT HONG KONG 2020

TitleYOUTUBE MUSIC NIGHT HONG KONG 2020
BrandYOUTUBE, GOOGLE
Product / ServiceYOUTUBE MUSIC NIGHT
CategoryB02. Real-time Response
EntrantESSENCE Shanghai, CHINA
Idea Creation GOOGLE HONG KONG, HONG KONG
PR PLUG Hong Kong, HONG KONG
Production PRIME CONCEPTS LIMITED Hong Kong, HONG KONG

Credits

Name Company Position
Ben Wong Google Case Author
Nancy Ting Google Case Author
James Tao Google Case Author
Betty Wong Google 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

Why is this work relevant for Social & Influencer?

YouTube collaborated with five young famous Cantonese artists throughout the year to support and preserve Cantonese songs.

Background

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.

Describe the creative idea (30% of vote)

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.

Describe the strategy (20% of vote)

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.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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.]

Links

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