The brief:
Ostereo is a digital music education and technology company founded in 2016. They use novel and proprietary data technology to identify, nurture and develop talent from around the globe.
Today, Ostereo artists have been streamed billions of times. They invest in music creators from an early stage, generating multi-millions in revenue annually and continue to develop and support hundreds of amazing creators across the world.
But a few years ago, not many people knew about Ostereo.
The challenge:
The recorded music industry is heavily dominated by a handful of businesses. In fact, 85% of activity within the sector is controlled by just four companies; EMI, Sony BMG, Universal Music Group and Warner Music Group.
To enter this sector and establish a reputation that attracts talent, Ostereo needed to quickly position themselves as experts at the intersection of music and data.
The work:
Leaning into our ‘talk about what you know, not what you do’ approach, we developed three separate creative campaigns for Ostereo.
How to write a Christmas #1, according to data
Why are pop songs getting shorter?
Exploring the music industry class ceiling
The first two were consumer-focused campaigns, and the third campaign was aimed at addressing unconscious class bias in the music industry.
The result:
We achieved more than 2,000 pieces of media coverage for Ostereo, including in:
