With 90% of brands now deploying content marketing, it’s harder now than ever to make worthwhile, lasting content that resonates, it’s become the new clutter. Every year with all the noise around the Brit awards the whole industry goes into a marketplace state, with brands fighting to be heard. This was why we knew we needed to create something that would be a first and give a new perspective within the industry and wider culture as a whole.

With only seven days to create a piece of content we delivered a first for YouTube.

We created an interactive film that allowed us to showcase the brand’s role in the recording process of one of Rudimental’s most famous songs, Powerless. By seeding vine sneak peaks and twitter posts we built an air of excitement before launching the idea.

The interactive film gave people a greater insight into the musical process of one of the UK’s top electronic acts and also the role that Beats played within the song making process.

The film told the story of Beats as a superior provider of sound quality in three days and all during one of the noisiest moments in the music calendar. The video garnered acclaim and attention from artists, “This is Sick,” Rizzle Kicks, from clients; "Sooo Beats... We need to do this in EVERY genre. This is a platform. Not viral film!” Music industry, “Really cool series of videos that give real insight into the artists creation process,” Decreemag, and fans themselves “who’d have thought an Ad could have made my life a little sweeter for 4 minutes,” (Steven McKenna)