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Ones to Watch

Amplify + YouTube Music launch 10 new artists into the year ahead...

Challenge

Amplify were challenged to create an event that would allow YouTube Music to celebrate their first ever ‘Ones to Watch’ list, a lineup of the 10 artists they predict will be the future of British music.

Insight

YouTube Music compiled their list based on factors like YouTube views, engagement from music fans and YouTube Music analytics. This list points to emerging artists who are building fans in a completely different way to the traditional Top 40.

Strategy

To take this exciting data-driven list and transport it into a physical space by highlighting the names and faces of all of the musicians. As a new initiative for YouTube, we wanted the industry professionals in attendance to take note and give them the chance to explore these new sounds.

Solution

Ones To Watch.

We built a live music setting around the ‘Ones to Watch 2019’ list, inspired by the 10 artists YouTube tipped to take the UK music scene by storm in the following 12 months. This was their first time doing a list like this and to help celebrate we threw a party for invited guests from the music industry. Thanking industry professionals for their support of YouTube Music in the past year, guests got to enjoy live sets from 3 of the nominated artists: Samm Henshaw, Kojey Radical and Mahalia.

Beyond the performances, the space shone a spotlight on all the 10 artists who appeared on the list by working with an artist to create large-scale, bespoke art pieces of each musician that were showcased throughout the space. A mural of all 10 greeted guests upon arrival, as well as providing the backdrop for the stage.