Create with Avicii: Bringing fans into the fold

July 2016

Avicii fans created a curated music video for his next hit, “The Nights.” The idea was to make a video illustrating the main message of the song, “Spread the Love,” and upload it to the dedicated website, with the best submissions appearing in Avicii’s custom music video.

Create with Avicii: Bringing Fans Into The Fold

Electronic Dance Music (EDM) recent rise in popularity, with music festivals like Electric Daisy Carnival, ULTRA, and Tomorrowland, has amassed a deeply passionate, and huge, fan following. With technology, the collaboration between artist and fan becomes real, and explosive. Gold Lovie Winner Geometry Global took this to a new level in partnering with Avicii and Alcatel Onetouch, to create a unique real-life experience for fans of EDM and Avicii.

Avicii fans were asked to create a curated music video of his next hit, “The Nights.” The idea was to make a video illustrating the main message of the song, “Spread the Love,” and upload clips to the dedicated website. The best submissions appeared in Avicii’s bespoke music video.

In partnership with Google for More The Lovie Letters Series, The Lovie Awards spoke with Geometry Global to hear firsthand from the “Create with Avicii” team about how they made this project so successful without any paid media. Here’s some of what they had to say:

What there a secret sauce or magic ingredient?

Team – Team – Team (and our clients belong to the team).

When did you first know this project was going to be something special?

We realised that this was going to be a great experience once Avicii [was] on board with us in this project. His fan community is committed, and this was a great opportunity because we knew that our product was suiting their needs and lifestyle [so well]. Having the [chance] to build this platform in a 100% co-creation mood was totally special and new to the market.

What was the biggest lesson you learned from the project?

Keep faith in your project. Even when you face obstacles, if the project is good enough, it’s worth fighting to make it happen.

What role did Google products play in the project?

Google products and YouTube especially were the key ingredients, facilitators and supports for our project. YouTube was the starting point of our operation, being the main media channel to promote the experience as well as the conclusion of it: it was the [exclusive platform] for the final Fan music video [release].

What was the most rewarding part of this project?

[Achieving] the results we reached with no single media dollar. The fact that Avicii decided to post the video on his own site – which was not a given in our collaboration -- [was huge].

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