HBO Multicultural Marketing: Music of strangers Grand Central Terminal takeover

HBO Multicultural marketing, a premium cable and satellite television network, launched a campaign in the US to raise awareness of its documentary, The Music of Strangers: Yo-Yo Ma and the Silk Road Ensemble.

Campaign details

Brand: HBO Multicultural MarketingAgency: HBO MulticulturalCountry: USA

Marketing context

The last decade has been a golden age for music documentaries. There's the Oscar-winning success of "Searching for Sugar Man" and "20 Feet From Stardom." The recent flood of movies about cult bands, forgotten local acts and background players—even a few docs, like "Amy" and "Kurt Cobain: Montage of Heck" that have found new ways to highlight some of the most popular musicians of the past half-century. HBO ("The Defiant Ones") and streaming services like Netflix ("What Happened, Miss Simone?") and Amazon ("Long Strange...

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