Beats by Dre: As The Artist Intended
Insight
Music starts with a feeling.
A fleeting emotion that first compels the artist. It seeds a musical idea, nurtured in the street, grown in the studio, as creative spirit and craft is infused. It’s this raw feeling that resonates with audiences the world over: the universal language of music speaks to everyone.
Idea
The emotion of music, from the artist to you.
Intimate documentary footage offers a behind the scenes glimpse into the unique personal experiences that inspired ‘Without Me’ by Halsey and ‘Sunflower’ by Post Malone and Swae Lee to reveal the emotions behind the music, as originally felt and intended.
Impact
Audiences get an insight into the moments behind the songs, while the series strengthens the Beats by Dre ethos of delivering music the way the artist intended.
Halsey’s film debuted moments after her live performance at the American Music Awards, while Post Malone’s film was recognised on YouTube’s Top 10 leaderboard. The films are produced by Iconoclast and directed by So Me, and together have received over 25 million views.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.
