Visit Seattle - Music Genesis

A recent study found that the average American is willing to travel over 600 miles just to see their favorite artists perform live. Gen Z are the biggest fans of live music and are willing to travel the furthest to hear it––over 800 miles. That was a trend Seattle could leverage.

When people talk about Seattle’s music scene, they usually only talk about grunge. Yet, Seattle’s music roots and influence run much, much deeper. The city of Seattle, its community, surroundings, and unique culture have inspired music and musicians in many ways. 

Music Genesis shared the story behind the song, uncovering the genesis of culturally popular artists and songs. Each episode explores a song’s backstory, creation, lyrics, and the role Seattle played in it all.

• Video immersed music lovers in the story behind the song.
• Industry thought-leaders Rolling Stone and Pitchfork added editorial content and social support to amplify the series and dive deeper. 

RESULTS

Our strategy was to build engagement with Seattle’s music story. In 6 months, people spent over 5,200 days worth of time with this content (or 126,000 hours). Content deployed through Rolling Stone drove over 160,000 engagements and articles were viewed over 3,000 times through Rolling Stone’s social handles. Our social video through Pitchfork bested their engagement rate benchmarks by 2x and people spent over 42 seconds a session with our Pitchfork native article which is 5% over the Condé Nast benchmark.