The power of music is unmatched when it comes to forging authentic brand connections and fostering community engagement. We craft impactful, music-based activations for world-renowned brands enabling them to become a part of culture, rather than something that seeks to interrupt it.
Music Strategy
Sephora
SixtyFour works closely with Sephora on their music and sound strategy creating a specialized approach focusing on behavioral targeting through music. The approach consists of extensive research and analysis into the listening behaviors of their audiences, giving Sephora up-to-date insights that are more emotional, more engaging and more personal.
On August 1st, 2023, SixtyFour Music and Sephora US launched their first activation, the Sephora Sounds Music Collective created to amplify underrepresented and emerging musicians through the brand’s social media channels.
“In soft-launching the program over the last few months, we have found that our TikTok videos using music by the Sephora Sounds artists have driven more than double the views of our average TikTok" - Brent Mitchell, SVP Social Media & Influencers.
Mufasa x WeBuyAnyCar
London based agency Brothers & Sisters’ commissioned SixtyFour Music to help develop this campaign for the UK’s go-to online car buying service, WeBuyAnyCar. The campaign is a fun, vibrant and colourful series of films that tap into the viral success of the ‘It’s Friday Then’ meme created by Mufasa and his collaborator Hypeman.
SixtyFour Music were engaged to not only help conceptualise the idea at pitch stage, but to secure the talent, the music rights, the meme IP rights and rerecord the original song ‘Push The Feeling On’ by Nightcrawlers, switching the lyrics from ‘It’s Friday then’ to ‘Just Sold My Car’ for Mufasa to perform his universally loved weekend welcoming dance to.
The #webuyanycar hashtag on TikTok has drawn 18.5m views and the topic “We Buy Any Car advert 2023” nearly four million and counting. The campaign proved a huge success for the brand with people all over the UK reinterpreting the song in their own way and uploading countless videos to social media platforms.
People of all ages already know the track thanks to social media, and it has proved particularly popular with children. From videos of kids sitting in their parents’ cars reenacting the moment where Mufasa finds out he has sold his car, to a conga line of school children singing the tune in the playground.
Lady Leshurr X HSBC
SixtyFour Music were engaged to produce a music-focused cross-channel campaign, aiming to encourage young people in the UK about to start higher education or training to have the confidence to take on every opportunity available to them, so they can reach their full potential and have no regrets later on in life.
To bring this idea to life, we teamed up with award winning grime artist Lady Leshurr and created an original song for HSBC. We then set about inviting fans of Lady Leshurr to suggest ideas for the accompanying music video through her social media channels and then shot the video, with Lady Leshurr and real students and apprentices experiencing their #ZEROREGRETS moments by pursuing their passions and the moments that would help shape their future.
On Facebook 1.6 million people engaged with the campaign, generating over 53 million impressions, reaching a targeted audience of 9 million.
The video content was viewed over 1.5 million times on Snapchat, generating 23.4 million impressions and we saw a high average watch time of 27 seconds once people swiped up to the full length video.
The cross-campaign exceeded expectations when it came to business objectives by driving a significant number of Student Account applications with a 17% YOY in total student applications from 01 July – 20 September.