THE O2 MUSIC PLATFORM
Once a trailblazer in music, o2 had lost its rhythm. Now, it’s back to being a brand fans love - bringing them closer to their favourite artists through unforgettable experiences. From “#StayOn,” turning living rooms into stages during COVID, to “Meet the Newcomer,” supporting rising talent, and “Behind the Beat,” fusing live shows, documentaries, and music videos - o2 gives fans an insider’s view. Across all major platforms, it’s not just music; it’s the moments that make fans feel truly connected.
Agency: Avantgarde
Role: Concept Lead for Storytelling and formats, Screen Writing and Film/Show Direction
Crew: Account Director, Senior Art Director, Head of Content Production, DOP and Camera Operators, Producer and PA, Art Department, Light Department, SFX Department, Stylist and Hair & Makeup Team, Design Team, Art Buying Team, Digital and Social Media Team, Project Management and many more
Behind the Beat
Fans experienced Elif like never before - closer, more connected, more alive. Across digital channels, an interactive story built anticipation, climaxing in a groundbreaking livestream that blended concert, music video, opera, and fiction into a single, unforgettable screen experience. A moment where music became something you didn’t just watch - you felt.
Watch the full show here: VIMEO
Password: shimluenroad1719
Meet the Newcomer
We gave three rising artists - Genuva, Sero, and Annica Russo - a digital stage to perform and connect with their fans. The format went beyond the live show, offering a journey with and around the artists, hosted by beloved personalities from the scene. Fans could participate, interact, and even shape the experience, becoming an integral part of their favorite newcomers’ journey and story.
Connected on the Hub
The beating heart of O2 Music was its online hub. Key content and updates were shared across all major digital and social channels, guiding fans to a place where they could fully immerse themselves in the stories. Behind-the-scenes footage, bonus material, raffles, gamification, a merch store, and more brought the experience to life. And of course, every concert and show could be rewatched, letting fans relive the magic again and again.
After millions of streams and tens of millions of minutes of concerts and exclusive content with over 20 artists in just one year, the hybrid platform we created - originally a hands-on solution during COVID - evolved into the loyalty program O2 Priority. It reestablished O2 as a beloved brand, bringing people closer to the music and artists they love while supporting the wider music and arts scene. And the story continues.