SELECTED CASE
CLIENT
SONY MUSIC AND THE MUSIC ARTIST LORENTZ
BRIEF: To create a strategy that launches the artist Lorentz countrywide, increases streams on streaming services and reaches new target groups.
CHALLENGE AND INSIGHT: During our research we found that the public and the media had a difficulty to place Lorentz in a specific genre, which was important to help people identify themselves with the music. People also found that live performances created a relationship between the artist and the listeners.
STRATEGY: The strategy was to create a new genre for Lorentz and other artists with the same sound. We named the genre Dream Beats which represents music between dreamy pop and hip hop. We also discovered that all artists in the hip hop segment work in collectives, collaborations that let them help each other to reach success.
IDEA: We wanted to create a new genre; Dream Beats, and to collect all the artists with the same sound so they could become the Dream Beats Collective. It is a collective of artists signed by Sony Music collaborating and supporting each other to establish the genre on the music scene. To spread the concept of Dream Beats, Sony Music will launch the club concept Dream Beats Factory. It will be a touring nightclub concept with live performances from the Dream Beats Collective around different cities in Sweden. This way we use live experiences to reach new target groups and also to create a relationship between the public/media and the Dream Beats Collective.