The Evolving Music Video starring Ella Mai|海报/平面|广告营销案例【ADGuider广告指南】

艾拉 · 麦主演的进化音乐视频

案例简介：背景对于 6 个第1 格莱美奖，唱片学院想要激发兴奋,通过为构成当今音乐社区的粉丝和艺术家创造前所未有的体验，参与和收视率。音乐发现的世界已经演变 -- 艺术家在 YouTube 上被发现，粉丝在社交网站上与他们最喜欢的人联系，粉丝和艺术家之间的关系比以往任何时候都更加密切。格莱美奖希望与一位艺术家一起创造一种新的音乐视频体验，以展示这个不断发展的音乐社区。整个项目的预算不到 250,000 美元。大部分是用于生产的四个版本，基本上四个音乐视频在一天的拍摄.其余的支持 Instagram stories，Instagram 和 Facebook 帖子的组合，目标是 Ella Mai 粉丝和类似艺术家的粉丝，以最大限度地提高付费支出并吸引音乐爱好者。描述创意 (40% 的选票) 音乐的美妙之处在于它在不断变化和发展。但在过去的 30 年里音乐视频已经在很大程度上保持不变.它从电视到 YouTube，但你还看一遍……你就大功告成了.因此，促进 61stGRAMMYs 奖励我们想创造了世界上第一个不断发展的音乐录影带.音乐视频，这将改变更多的球迷看了.让他们想继续回来看越来越多.我们与 2019 格莱美提名艾拉 Mai 创建新版本的热门歌曲 “膀胱出口梗阻 (Boo) 会”，只打开了更多的视频观看，分享喜欢的.每个进化给球迷新的东西可以看，听到谈谈.什么开始作为一个简单的，黑色和白色无伴奏合唱视频演变成五颜六色的盛会充满舞者一个军乐队和更多. 描述执行情况 (40% 的选票) 创建演变音乐视频中，我们需要制定一种方法来拍摄和编辑四种不同的视频似乎层彼此.所以你第一次看，你看到一个简单的 b & w a 卡佩拉版本，但下一次,它会突然转向色彩一度会有钢琴玩家没有以前.最后一个版本结束整个游行乐队加入. 我们不得不射杀在一天之内完成所有在一个地方.我们还创建了四个新的版本的歌曲并编排不仅艾拉麦走但是舞者，钢琴演奏家的行进乐队和更多. 我们创建了一个简单的微型网站，以容纳事件四天前的格莱美颁奖典礼.演变视频四倍相结合的观点，分享和喜欢. 列出结果 (20% 的选票) 争取兴奋这重要的一天，不断发展的音乐视频发布了一周的格莱美颁奖典礼.新版本的发布的视频中几乎每天都在为观看次数增加，这种风格变化加油粉丝参与度和放大的预期节目. 在播放的视频在 YouTube 上的最优发现，托管在格莱美颁奖典礼上的微型网站，以炫耀的聚合视图.总的来说，该视频积累了超过 84,000 次浏览 1.61亿媒体印象.艾拉麦迷评论的乐趣视听新版本的歌曲，并迫不及待地想知道接下来会是什么样. 它符合要求的简单的驱动接合，颂扬和奖励音乐社区和示范格莱美颁奖典礼创新办法音乐分销和消费.

艾拉 · 麦主演的进化音乐视频

案例简介：Background For the 61st Grammy Awards, the Recording Academy wanted to drive excitement, engagement and viewership by creating a never-been-done-before experience for the fans and artists who make up today’s music community. The world of musical discovery has evolved -- artists are discovered on YouTube, fans connect with their favorites on social, and the relationship between fans and artists is closer than ever. The Grammys wanted to create a new music video experience with an artist that exemplifies this ever-evolving music community. The budget for the entire project was under $250,000. The bulk was used for producing the four versions, essentially four music videos in a one-day shoot. The remainder supported a combination of Instagram stories, and Instagram and Facebook posts targeting Ella Mai fans and fans of similar artists, to maximize paid spend and engage music lovers. Describe the creative idea (40% of vote) The beauty of music is that it’s constantly changing and evolving. But in the last 30 years the music video has largely stayed the same. It moved from TV to YouTube but you still watch it once... and you're done. So to promote the 61stGRAMMYs awards we wanted to create the world’s first evolving music video. A music video that would change the more fans watched it. Making them want to keep coming back to watch it more and more. We partnered with 2019 GRAMMY nominee Ella Mai to create new versions of her hit song “Boo’d Up” that were only unlocked the more the video was viewed, shared and liked. Each evolution gave fans something new to see, hear and talk about. And what started as a simple, black and white a cappella video evolved into colorful extravaganza filled with dancers a marching band and more. Describe the execution (40% of vote) To create the evolving music video we needed to map out a way to shoot and edit four different videos that would appear to layer upon each other. So the first time you watched, you saw a simple b&w a capella version, but the next time, it would suddenly turn to color at one point and there would be a piano player where there wasn’t one previously. The last version ended with an entire marching band joining. We had to shoot it all in one day in one location. We also created four new versions of the song and had to choreograph not only Ella Mai’s walk but dancers, a piano player, the marching band and more. We created a simple microsite to house the event for four days leading up to the GRAMMYs. And evolved the video four times based on a combination of views, shares and likes. List the results (20% of vote) To drum up excitement for the big day, the Evolving Music Video was released the week of the GRAMMYS. New versions of the video released almost daily as the view count increased, with stylistic changes fueling fan engagement and amplifying anticipation for the show. The videos played on YouTube for optimal discovery, and were hosted on a GRAMMYS microsite as well to show off the aggregated views. In total, the videos accumulated over 84,000 views and 161 million media impressions. Ella Mai fans commented on the pleasure of seeing and hearing new versions of the song, and couldn’t wait to see what was next. It met the requirements of the brief by driving engagement, celebrating and rewarding the music community and exemplifying the GRAMMYs innovative approach to music distribution and consumption.