VANS Musicians Wanted: Let the world hear your music
Let the world hear your music
Vans’ Musicians Wanted is a recurring yearly local-to-regional competition providing music stages for up-and-coming musicians to connect with a broader music-loving audience. Endeavoring to bring together musicians and fans, Vans appointed us to craft the ladder of success for them through digital activation across APAC and increase meaningful brand awareness.
SERVICES
INDUSTRY
LEAD TIME
3 Years 3 months
YEAR
2019-2020
The word-of-mouth
Vans gets recognized as a self-expressive brand
For a good cause
Generate strong music media & partner exposure for grassroots musicians
The experience
Promote encouraging experience for musicians and the music community
Turing your audience into loyal fans, and your loyal fans, avid creators.
Turing "you" to "us" strategy
Taking advantage of branded content and user-generated content (UGC) created by musicians from the industry and aspiring grassroots musicians, Vans was promoting the brand and campaign across channels to spread the brand message and encourage fans across APAC markets (i.e. HK, CN, TW, KR, SG, MY, JP, AU & NZ, PH) in 2019 event (and later the Europe and Americas markets also in the 2020 event). Various platforms and channels were in place to get fans involved.
Influencer line-up
Lined up with reputed local, regional and global musicians of different genres to spread the word about the campaign.
Partnership with music distributors
Ensure the campaign was being well-aware of by the music community. This could aid grassroots musicians gain quicker access to the industry.
Media coverage
Aligned our marketing message of bringing musicians to a global stage across markets to offer musicians a true global-scale challenge and audience.
Campaign site for music uploading online voting
Let aspiring musicians submit their original music tracks to have their music heard by millions of music lovers around the world.
Live stage experiences broadcasted online
Offered winners the opportunity to share the same stage with renowned artists like U.S. rapper Bohan Phoenix on BOILER ROOM TV.
MTV production
Arranged professional crew from the MTVAsia to produce a music video for the original soundtrack of the winner.
From local stage to global stage
Musicians from each local market have to fight for their seats to the APAC battle stage and earn their way to the House of Vans Chicago stop!
Local
Recruit grassroots musicians from local markets. Only musicians pulling off high scores in the contest and most online votes from fans could enter the next round.
APAC
Bring market finalists on the same music battle stage, where they could own the stage with world-renowned pro musicians.
Global
Gain global market exposure as APAC winners. Winners were entitled to perform in BOILER ROOM live-streaming event and get signed up for a professionally produced music video.
Influence expansion: From music competition to Vans' creative expression eco-system
To amplify Vans' brand vision and values, we helped local musicians gain regional and global exposure and encouraged mass audience to be transported to Vans' creative expression eco-system.
Create & collaborate
Collaborating with musicians of different genres and music partners, Vans created content that inspired grassroots musicians.
Connect & activate
Via the online campaign platform and live stage performances, musicians could get their music out there and fans be part of the experience.
Share & amplify
Music of participating musicians was shared and amplified through integrated media, pre-arranged live streaming broadcast & music videos
Credits
Don Chan / Creative Director
Mok / Art Director
Kevin Lau / Senior Data Analytics Specialist
Results
To amplify Vans' brand vision and values, we helped local musicians gain regional and global exposure and encouraged mass audience to be transported to Vans' creative expression eco-system.
