Beats Music

This case study describes how Beats Music, the US electronics company, reinvented the digital music service category, building a mobile-first brand focused on customer experience.

Beats Music

Campaign details

Advertiser: Beats MusicAgency: R/GA LondonCategory: Cross Mobile Integration Region: North America

Strategy

Streaming music services lack heart. Algorithms aren't enough to fix the problem, and deliver people the perfect music for the moment. To do to that you need people driven by a passion for music. That was the brief Jimmy Iovine and Trent Reznor gave us'"design a revolutionary new service combining human curation and technology, and create a new way to experience music. And, once it's built, launch it to a mass U.S. market.

Execution

Create a brand...

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