TRL is a digital focused brand with a passion for community and connecting our audience with their favorite stars in a way they can truly relate to. With the launch of IGTV, our goal was to create original digital content that spoke to what our audience loves, and was built to embody what the IGTV platform is all about. Watching our content is a fun and authentic experience built for IGTV, aka how you actually use your phone: full screen, vertical, and like it would've been posted from your BFF's Insta account, which is exactly what this is.
IGTV opened up a unique opportunity for us to try new things and experiment with vertical video in a space that is constantly growing and changing. With a focus on the heart of TRL, which is music-centric and fan-first initiatives, we wanted to find a concept that would universally interest music lovers of all kinds. We landed on 60 Second Draw, a game that features an artist attempting to draw their album or single cover in 60 seconds or less. We tap into the artists we know our audience loves with young, diverse, and rising talent like Sabrina Carpenter, Lizzo, and Ally Brooke, just to name a few. The reason this format works? We love to see a familiar face in an unfamiliar situation. These artists are some of the best at their craft – singing! – but how do they do with a different artistic format? It's a fun challenge for talent, with an even bigger reward for our community – we've had these one-of-a-kind custom drawings signed by the artist, framed, and then sent to superfans!
With the launch of 60 Second Draw, we saw an increase in viewership of 297% across our IGTV account. It continues to be our most successful series, accounting for 88% of our total IGTV views, with over 3.2 million across five episodes to date.