Entertainment Lions For Music > Branded Content for Music
PARTIZAN, Los Angeles / BILLY JOEL / 2024
Overview
Credits
Why is this work relevant for Music Entertainment?
Billy Joel is an American singer, songwriter, and pianist. From 1971 to 1993, he released twelve studio albums that spanned the genres of pop and rock music. Joel is one of the world's best selling music artists and the fourth-best-selling solo artist in the United States, with over 160 million records sold worldwide. He has been awarded 6 GRAMMYS. As of the time of submission, he has played 100 sold out shows at MSG in New York City.
Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
Billy Joel is an American singer, songwriter and pianist. From 1971 to 1993, he released twelve studio albums that spanned the genres of pop and rock music. Joel is one of the world's best selling music artists and the fourth-best-selling solo artist in the United States, with over 160 million records sold worldwide. He has been award 6 GRAMMYS. As of the time of submission, he has played 100 sold out shots at MSG in New York City.
Background
“Turn The Lights Back On” is Billy Joel’s first new song in over 17 years. The video needed to capture the energy of this moment in his career while looking back on his five-plus decades in the music industry. More than anything, we needed to deliver an emotional impact.
Describe the strategy & insight
Billy Joel’s audience has been built over five decades and we needed to deliver something breathtaking to people who have seen him play the piano and sing into a microphone thousands of times before. Using AI allowed us to show them something completely unexpected.
Describe the creative idea
“Turn The Lights Back On” is a somber, contemplative ballad laced with regret and injected with fleeting hope. By using 70s, 80s, 90s, and current version of Billy Joel performing this song we are able to lean into the long journey of his career and deeply feel the conflicted ways with which he views the past half century.
Describe the craft & execution
• Implementation
Music Video
• Timeline
12 Weeks
• Placement
Youtube, Instagram, Twitter, Facebook, Media blitz.
• Scale
Global campaign
Describe the results
• Reach
56M views across all platforms
• Engagement
56% engagement on key platforms
• Impact
The development of proprietary AI VFX technology
• Quality of experience and interaction
The overall quality of interaction was positive, showcasing a high conversion rate and receiving over 200k likes on Instagram alone.
• Brand perception
Reinforced Billy Joel as one of the world most iconic, accomplished recording artists of the twentieth century,
• Change in behaviour
Introduced a younger audience to Billy Joel’s music.
• Achievement against objectives
Our objective was successfully achieved.
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