youtube music — 50 deep MUSIC GRANTS

YouTube needed help launching a global campaign to support its 2024 50 DEEP Music Grants program.

First, we developed an overarching creative strategy centered on core themes of ownership, influence, and evolution from the first 50 years of hip-hop to the next 50 and beyond.

Then our creative team developed a creative wrapper, tagline, branding, social assets, and a campaign video to bring the vision to life.

The campaign creative lived across owned YouTube, creator, and paid media channels, racking up over 1 million social impressions and 6 million+ views.

[De La Soul] YT Fifty Deep - Social Post 1x1.png

[Chief Keef] YT Fifty Deep - Social Post 1x1.png

[Bashy] YT Fifty Deep - Social Post 1x1.png

[INK] YT Fifty Deep - Social Post 1x1.png

Agency: Six Degrees
Client: YouTube Music

Strategy Director: Jeremy Green

Creative Director: Julian Kennedy

Art Director: Jonathan Fouabi
Sr. Creative Strategist & Copywriter: Johnell Gipson