YOUTUBE MUSIC IN RESIDENCE

A collection of hyper-cultural worlds designed to make the biggest catalogue in music unmissable.

Opened in late June 2018, YouTube Music In Residence was a 4-day brand experience that launched the new YouTube Music app to over 3,600 people, and established an emphatic platform for the brand to bring artist and audience closer than ever. 

Located at 180 Strand, the experience created inviting new spaces for music that celebrated the culture and creators built on the YouTube platform. From a fully immersive club documentary, to the iconic Dublin Castle pub and its backroom stage, to a concept sneaker store showcasing the music that shaped style for generations – we designed an entertaining sonic landscape of 8 genre-fluid worlds made to transport fans on an entirely new journey of musical exploration.

Alongside a curated programme of cultural talks and experiences, we also ensured the launch scaled beyond a single event by making a short documentary on Lost Club Culture. Exploring the demise of UK club venues like Plastic People with the DJs who’d powered their iconic sounds, it was a film designed to bring our immersive club environment to life, as well as travel to music fans around the world.

Premiered online with media partner Dazed, it achieved over 250,000+ organic views globally, extending the cultural reach of YouTube Music far beyond its London launch.