Why music mattered to us? because is one of the most widely discussed topics on social networks, as well as an important part of the local cultures. It drives passion and long term engagement.

But how could we make the entire music ecosystem of artists, fans and labels join our cause? How could we make Google+ relevant to them?

Artists are in constant search for ways to reach more fans. Fans want to discover new artists and feel closer to their idols. Labels want vehicles for promotion.

15 bands playing live from their own studios. Connected from 4 different countries. For 5 consecutive days. On one virtual stage!

Audience and artists interacted via one hashtag where they could ask questions, discuss and share during the interviews and concerts.

Those selected, were openers of the big bands and could share their story and music with thousands of people all over the world for the first time.

Before we could realize, #HangoutMusicWeek went viral and became a massive topic online, generating comments and shares in the thousands across all social networks and countries.

Results:

HangoutMusicWeek initiated a transformation for fans and musicians who could connect as they never did before, creating an unprecedented movement on an existing platform.

HangoutMusicWeek gave birth to the biggest, most active and engaged community on Google+.