From Arcade Fire to building a six-sided Cube video with The Presets, Play has a long history of collaborating with music artists to meld the latest technology with art. Their latest project with up and coming Australian music artist Elizabeth Rose was a true collaboration from start to finish, that allowed her fans to play with an interactive music video built for mobile. Gone are the days where MTV style music videos are a promotional necessity, these days fans watch everything on their mobile phones. Google Play’s goal is to create new ways for people to experience music, so an interactive mobile music video is the place to break new grounds.
We worked with digital creative company, RGA Sydney, to launch the experience and selected a handful of preferred media titles including News Corp, Junkee and The Music for exclusive briefings and preview of the video before it launched to the public. As a result, the editorial roll out was phenomenal, perfectly positioning Google Play as the thought leader and pioneer in new music experiences.