YouTube Music wanted to pivot away from simply housing our publications content to producing their own, and because of that I was given a dream brief - create a music video for one of my favourite rap duos, Run The Jewels. Which led to it being covered in Rolling Stones and NME and winning us Gold at Clios and One Show in the process.
Who says dreams can’t come true.
Walking in the Snow is a critique of the systemic problems faced in society. So to juxtapose the heaviness of the lyrics while still land its poignancy, I created an analogy of our society taking place in a child’s bedroom.
We launched with a teaser and digital posters the week before to seed the music video with a classic 90’s toy commercial, racking up over 6 million views and generating buzz around the fanbase and industry
And once launched, it blew up receiving coverage from multiple outlets and publications.
To further build hype we mass-produced Killer Mike and El-P action figures.
Distributing the toys to influencers and fans across the world
In totality, growing RTJ’s YouTube channel average daily views by 191% and generating over 11 million impressions, but most importantly, creating a strong case study for YouTube Music, helping establish it as a leading platform for artists.
