The internet has made it a breeze for independent musicians to get their music out into the world. However, as many aspiring musicians will attest, putting your music out there is one thing. Getting your music heard is a different challenge. We developed the brand experience for Radial. A YouTube network where music fans can find the digital content around indie artists.
People find out about music through influencers and sites like Pitchfork and Soundcloud. These sites and tastemakers serve as a stamp of approval for musicians. If you make it on their radar, you have a chance of fans finding your music. Radial has tons of quality artists under their umbrella. But influence means everything and Radial lacked the same authority as its competitors.
Our direction centered on creating a logo that acted as an exclusive stamp of approval. Seeing that Radial symbol meant this was an important artist worth knowing. We extended the logo into a vibrant ad campaign featuring Radial artists.
Blending the best of both music worlds
The challenge for us was striking a balance between the promoting artist and the brand. Both play key roles inside of the business. With this in mind, we created Radial playlists. Curated Spotify playlist featuring Radial’s premier artists. Now, fans can discover artists and hear all the varying genres of music Radial has to offer.
Since its creation, Radial has already expanded into two new territories: China and Latin America. The network has amassed over 500 thousand subscribers and 800 million views.