• Situation

During the Coronavirus pandemic, the curfew regulations left musicians unemployed for months. There was no support from the government, and there was no place to compose music. Due to the financial struggle as a result of the circumstances, hundreds of them committed suicide…

• Brief

Find a new way to help musicians in this diffucult times.

• Objectives

Raise awareness about the struggle of out of work musicians.

Take responsibility and show solidarity for people in need.

Be a leader for.

As Turkey’s leading bank, we as Akbank provided a venue for the struggling musicians to make money. We turned our on hold music into a new source of income. We hired those musicians and recomposed our on hold music. When a customer calls our customer service hotline,

they hear a new automated message:

“Our music on hold was composed by musicians who are unable to work during the pandemic.”

Then they listen to the music, which was indeed composed by out of work musicians.

• Data gathering and insights

When customers listen to the on hold music while waiting on the line,

lots of musicians waiting the day they will return to the stages.

So we gave them a new stage.

• Target audience (consumer demographic / individuals / organisations)

This work is about showing solidarity in these diffucult times so we aim everyone.

• Relevance to platform

Due to pandemic curfew there is no place for musicians to make music.

So with our on hold music, we gave them a new stage and provide income to those musicians.

• Approach

For the first time in the world we turn our hold music into a new income source for musicians.

First we hired out of work musicians. Then we recomposed a new on hold music with them.

After that we replaced our on hold music with the new one. When customers call our customer service hotline they listen an automated message

Our music on hold was composed by musicians who are unable to work during the pandemic.”

Then our new on hold music started to play.

1 M People heard the music and still counting

7.8 M Total media reach

0 Media budget

Project will provide income to different musicians till the pandemic ends.