Round 7 of 8: March

NOEL YEO, CREATIVE DIRECTOR, SPOTIFY.

Noel Yeo started as a copywriter in Singapore. There, he worked at shops that include Ogilvy, M&C Saatchi – and Bartle Bogle Hegarty (BBH), where he was the regional agency’s first digital creative director. In 2013, Yeo was hired by 72andSunny, Los Angeles, to work on the newly acquired Google account, which led to Webby’s People's Voice Winner for Integrated Campaign, ‘Ok Google’. Yeo currently resides in New York, where he is creative director at Spotify. His most notable work at the music company’s in-house agency includes multiple-Cannes-Gold-winning 'David Bowie Is Here' subway campaign, 'Spotify for the Ride' films, and algorithmic music generator 'Pet Playlists'.

Brief: OASIS

Part of what we do at Spotify is to promote artists' new albums. Often times we wouldn't know what their new music sounds like because it’s confidential or just not ready to share.

This is a typical brief that we might get.

The brief

Oasis has reunited. They have a new album, and it's your job to promote it. 

The album is called: So Be It

And it’s going to be released: April 14, 2020

You don’t have song names, and no, you have no idea if the songs are going to be any good, but you know there are 10-12 tracks. Standard stuff. Everything about Noel and Liam’s surprise reunion has been hush-hush. No one’s talking to the media. It’s safe to assume their music would still sound like Oasis. The rest of the band are back on board as well. The album will be streaming on Spotify, which might help if you need some sort of a call-to-action, but it’s not a Spotify-exclusive. (In fact, no music is. It’s one of our core beliefs.)

The goal isn’t to get the album to No. 1, or to get the most streams. The goal is to get as many people as possible interested and excited for the album. Unfortunately, you will have no access to the band, i.e. they will not be available to do performances, appear on photo shoots, wear a panda suit, etc, for your campaign idea.

Go crazy. Dig into the band’s history. Remember that Oasis is one of the last remaining uncompromising rock acts. They are literal rock stars. Do something bold and fresh. Something Oasis would approve of. (They would need to sign off on your idea, after all.) 

If it helps, think of the music artist as a brand, and make your idea true to that brand.

Submission Deadline Extended: Now Due April 10th at 11:59pm PST