2023 marked the 50th Anniversary of Hip Hop and we wanted to celebrate that in a way that only YouTube can. We looked to celebrate the milestone with an original film that recognized the magnitude of the moment, the heroes (artists, creators, everyday people) that are part of this community, utilized YouTube to help build their audience, and the impact that Hip Hop has had on society around the world.
Working with the client, we had two clear goals for the video campaign:
1. Organically demonstrate the contribution YouTube has made to Hip Hop, being a platform for new artists' discovery, a database of hip-hop history, and highlighting the platform as a global meeting place for all Hip Hop lovers.
2. Create content that received positive engagement [views, likes, comments, shares, subscribers]. often content focused on one demographic can lead to hate comments when inauthentic.
Our Process:
- Pitched two Rounds of concepts: Ideated and developed a creative pitch with conceptual directions based on the client's brief
- Concept + Ideation: Further expounded on the star concept of exploring YouTube's unique offering to Hip Hop and the project was awarded to us to develop visual treatment, design treatment and creative approach.
- Script Writing: worked to create the tone and voice of the piece in addition to the final script for voiceover [voiced by Hip Hop legend and the host of the hip hop podcast of "Million Dollars Worth of Game", Wallo]
- Creative Development: Inclusive of developing graphics and design for animation, researching and inputting found content, static banner assets, and OOH delivery.
- Production: In addition to creative development/application recording VO, video and photo licensing, music composition, and video edits.
- Delivery: Client Review, Approval and Handoff
The Creative:
- As part of the Hip Hop 50 celebration in 2023, we developed a 90-second digital anthem video focused on celebrating iconic moments across the 50 years of Hip Hop. We viewed it through a lens that also celebrates YouTube’s impact on creating a genre that now reaches and influences trends on a global level.
Our team met all of our objectives with the video!
By The Numbers:
- 2.1M Views on YouTube with 5.2K links and 191 comments on the platform.
- The Best performing video of YouTube's 50 Deep Year Long celebration amassing 1M views in 8 days.
- 149k Views on Instagram with112 comments
- 457k Views on X [Formerly Twitter]
Audience Sentiment:
- The comments across platforms were overwhelmingly positive
- Hip Hop enthusiasts appreciated YouTube championing the culture and highlighting key moments that felt impactful to the culture.
Video for Celebrate 50 Years of Hip-Hop with YouTube | 50 Deep
