As our branded content was released online on burn’s designated YouTube channel, digital restrictions and regulations were rather loose. Although aimed at burn’s 18 key markets, the nature of digital content meant that this was openly available to audiences globally therefore the only regulations we needed to adhere to were the standard YouTube upload and branded content guidelines. Producing content for this digital format was liberating as branded entertainment regulations across more traditional platforms in these markets are often more strict in regards to product placement and similar issues.

- Working with the biggest names in electronic music mixed with targeted media investments drew in our audience, who live for this music. Using a wide cross section of artists, from Underground Maceo Plex to global superstar Avicii, allowed us to talk to fans of all sub-genres from niche to mass, giving them exclusive, insider content such as masterclasses and mentoring content.

- The ‘cliffhanger’ style meant viewers had to keep returning to see what happened to their favorite or the DJ representing their country, especially as the competition steadily heated up as the finalists were cut to 3 winners.

- Residency was initially designed for 5 European markets but ended up getting 18 global markets activating the program!

- Over 5,000 entries from over 90 countries worldwide entered the contest, which made it the largest DJ contest in the world at that time.

- 6,089,567 YouTube views of the online content series and master classes to date showing mass audience engagement.

- The web series was syndicated to MTV and was aired in various European markets!

- Our extensive PR campaign has delivered in excess of 539 PR scans from across mainstream, music & entertainment and news press, in print, digital, radio and TV.

- PR value calculated to date in excess of €4,045,000 with OTS at 103,543,800

- The record releases on burn Records received over 7,000,000 impressions across Beatport’s channels which included homepage banners, ‘track of the day’ promotions, e-mailouts.

- Although a brand led activation, burn residency has become a known and widely respected talent program amongst the music community worldwide achieving the brand’s legitimacy and credibility aspirations.