On track with the Needle Drop
I commissioned Anthony Fantano of the Needle Drop, aka “the internet’s busiest music nerd”, on behalf of Skype for a three part interview series; On Track with the Needle Drop. Objective: A demonstration of the broadcast product Skype TX, produced at the Skype Live Studios in Portland. Traditionally associated with professional broadcast studios, the Needle Drop showed how Skype TX can be leveraged for the YouTube generation. A secondary objective was to increase positive sentiment towards Skype among millennials. Execution: Interview three carefully curated artists; Alice Cooper (legend), Danny Brown (hero) and Denzel Curry (emerging). Fan questions and UGC competitions provided maximum engagement. Results: 600k+ video views, 15k+ social media interactions and 106% increase in positive sentiment. My role: Content Lead, Jesse Boyce - Creative Director, Tall Guy Productions - Video Production.