CONGRATULATIONS BRAND & ORGANIZATIONS WINNERS! see the list

11th Annual Shorty Awards Categories


See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

YouTube Music Connects with the Internet's Biggest Fans with the YTM Upvoted Series

Finalist in Reddit

Objective

In a competitive streaming landscape, YouTube Music and Essence set out to increase awareness and intent of the platform by celebrating the world's most passionate music communities on Reddit.

Strategy

If you really want to tap into some of the most passionate fan bases on the internet, a subreddit is the way to go. YouTube Music decided to tap into five of the largest, most influential subreddits (examples include: r/HipHopHeads, r/kpop, r/Listentothis) by gifting them with specially curated playlists of their own making.

YouTube leveraged Reddit internal data tools to determine the most upvoted and top discussed tracks in 2018 within several Reddit communities. Using the findings, Reddit created custom YouTube Music playlists and artwork to distribute across the site. Reddit also showcased the top 5 music subreddits on subreddit takeovers and their social channels as well as 5 of some of the more "niche" music communities.

Results

"The playlist is everything." -Reddit commentary

Throughout 2018, despite anything else happening in the world, Reddit's love of music stayed the same. YouTube Music's decision to interact with Redditors via takeovers and gifting curated playlists resulted in an uptick in awareness and conversation. In subreddits like PopHeads, indieheads and ListenToThis, the average weekly mention took off. As a result, YouTube Music was able to establish itself as a go-to resource for music lovers and truly became entwined in the subreddit conversation.

Media

Produced by

Essence, YouTube Music

Link

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

The 11th annual shorty awards will be held may 5, 2019 in nyc.