CLIENT - IN-HOUSE FOR AUDIO NETWORK
ROLE - HEAD OF GLOBAL CAMPAIGN MARKETING

Hip Hop Beats

IN BRIEF

A global campaign to promote the release of Audio Network's largest collection of Hip Hop Beats albums. Developed in response to high client demand, the campaign targeted key territories including the US, UK, and France, with a focus on sync licensing opportunities.

APPROACH

The campaign highlighted the growth and utility of the ‘Hip Hop’ genre, specifically emphasizing the Beats series for TV, advertising, and enterprise clients. Our strategy involved:

• Clear messaging about the increased volume of tracks and albums, focusing on their quality, backed by the credentials of artists and producers with successful syncs and industry recognition.
• Showcasing the utility of the collection for production genres such as Reality TV, Drama, and Unscripted programming.
• Reinforcing Audio Network’s commitment to the Hip Hop genre with continued investment and future growth.

The campaign was structured to resonate with sync clients through targeted communication that underlined both the depth of the collection and its versatility.

RESULTS

The campaign exceeded expectations across all key performance indicators:

• +40% above revenue targets within the first 12 months, with long-term revenue trending 25% higher than expected.
• Engagement rates soared, with album downloads surpassing estimates by 155% on average for each release.
• Client acquisition far exceeded targets in the first quarter, achieving +96% growth, on average, per month.
• +175% average album revenue increase, year-over-year.

The campaign set a new benchmark for future releases, with strong client engagement and continued growth potential across all regions.