Apple

Rehearsal Space: Branded Video Series


Situation

Rehearsal Space was an original web video series exploring the art and craft of modern day music making. Intimate interviews, coupled with live performances and exclusive behind-the-scenes footage, revealed unique insight into the work of music’s established icons and emerging talent, including T-Pain, Erykah Badu, One Republic, Ratatat, We Are Scientists, Chromeo, The Airborne Toxic Event, Kaki King, Black Kids, A-Trak, and Andrew W.K.

Solution

The series was sponsored by Logic, Apple’s pro audio digital editing software. Throughout the series, Logic received explicit (adjacent advertising, logo inclusion, video advertisements) and organic (artists verbally discussing Logic’s benefits to their work, visual depiction of artists using Logic) endorsement.

Result

Rehearsal Space aired over 25 episodes, enjoying a rabid fan base, enthusiastic support from the musician community, and garnering over 2,500,000 viewers. Apple renewed its sponsorship multiple times and the series remains a popular source of inspiration and insight to musicians across the web.

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