"THE SPARK" is a new YouTube storytelling content series that unveils the transformative moment when emerging artists first recognized music as their life's calling. Whether it’s the hushed confines of a high school choir room, the vibrant energy of a hometown basketball court, or even the solitude of their bedroom sanctuary, we’re accompanying each artist as they return to the very source that ignited their creative flames with special performances and interview content.

CASE STUDY VIDEO

Goals & Objectives

The goal was to create a new artist performance series on YouTube, one of the largest platforms for music discovery, that highlights need-to-know talent through original performances and compelling storytelling. Additionally, this series would need to provide a framework for a brand partner to creatively and seamlessly communicate their brand message. 

Our answer, THE SPARK, checked all of these boxes and more. We launched in a big way with three breakthrough artists on top of their game - d4vd, Maddie Zahm & Flau’jae. Featuring exclusive performances for the artists’ YouTube channels, interviews by the people who inspired and supported their journey, and a platform to release new music, we established a format that would be equally exciting for these artists, their fans, and the brand. 

The first participating sponsor, Discover, was involved from the beginning to help choose artists whose genres and backgrounds aligned with their key demographic and brand values. This collaboration set the stage for the artist to unleash their creativity in a way that effectively amplified both the artists’ and brand’s stories.

D4VD

MADDIE ZAHM

FLAU'JAE

The Results