Streaming music services lack heart. Algorithms aren’t enough to fix the problem, and deliver people the perfect music for the moment. To do to that you need people driven by a passion for music. That was the brief Jimmy Iovine and Trent Reznor gave us—design a revolutionary new service combining human curation and technology, and create a new way to experience music. And, once it’s built, launch it to a mass U.S. market.

We created a multichannel campaign that launched Beats Music to the masses on multiple levels. TV spots the Grammys and Super Bowl generated a huge amount of awareness. A partnership with the Ellen DeGeneres show helped Beats connect to her massive audience. Performance advertising and SEO in digital drove millions of signups. Social, events, outdoor, and other partnerships helped drive momentum.

Beats Music is all about the power of human curation to deliver the perfect music for the moment. Each execution either expresses that thought in a clear way (TV, outdoor) or actually DOES it by curating playlists that are super relevant to consumers wherever they are. The marketing also feels warm and human—a way of making Beats Music feel connected to culture.

The Beats Music App became the #1 music app in iTunes on the first day of launch. Thousands of mentions in the press, millions of social media impressions, and incredible reviews in the music and tech press. Beats Music is well on its way to become the dominant player in the space.