The perception of branded entertainment is changing in the U.S. In the past, associating with brands and big corporations was sometimes viewed as selling out; now, it is a common and welcome practice where brands are effectively reaching young people through collaborations that yield amazing experiences. Brands are also being encouraged to push their involvement past the sponsor role and truly engage with the projects they are commissioning, resulting in a true evolution of what branded entertainment can be.

The Creators Project is at the forefront of this change. With Intel as a true partner, not just a sponsor, we are leveraging the Intel brand and their astonishing capabilities in the tech world to create amazing artworks, events, original content, music videos, and much more. It's no longer just about providing solid entertainment, you have to engage and inspire your audience.

With Animal Collective being an established band, we were able to easily tap into their dedicated following of fans. The challenge we needed to overcome was that they had not released a full-length album since 2009. We needed to create an experience that would reignite fans' love for the band.

Our focus was on three points:

Immersive: Including everything from the actual release of the album to the behind-the-scenes interviews to the live shows.

Community: Live broadcasting joined together fans from all over the world.

Engagement: Through contests and personal messages from members of the band.

In collaboration with The Creators Project and Domino Records, Animal Collective successfully launched their new album via Centipede Radio.

With the weekly live broadcast leading up to the album, we were able to create a consistent following of viewers that built upon itself each week as the program was organically spread through the core Animal Collective community.

Leveraging The Creators Project viewership, we were able to extend beyond just Animal Collective fans bringing in a broader audience with the behind-the-scenes and supplemental content.

The band was more than pleased with the results: “Thanks so much for all the hard work over the last month. It felt great to put this music out there and share it with people in the exact way we wanted to. We couldn't have done it without you.” – Animal Collective

Since launch, over 600,000 people from around the world have visited the site.

Collectively 1.2m people tuned into the broadcasts, album stream, and supporting video content from The Creators Project.