Cannes Lions

Your Attention Please: The Concert

HULU, Santa Monica / HULU / 2021

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

YOUR ATTENTION PLEASE (YAP) is an entertaining and inspiring exploration of Black excellence as told through the stories of 24 “makers” of the future of Black History. This anthology documentary series (8 episodes, 24 stories) highlights rising Black creators, thinkers, and innovators. Hosted by Craig Robinson, each episode explores with humor and reverence how these “makers” are pushing boundaries in their field and blazing the trail for the next generation.

Idea

In 2021, Hulu sought to evolve the Black History Month platform by asking the question: how are we continuously bringing new energy and perspectives on Black leadership and achievement? This question has sparked many actions including the ideation and creation of Your Attention Please: The Concert, an hour-long virtual musical special serving as an extension of the Hulu docuseries.

Strategy

In order to maintain the core pillars of the Your Attention Please platform, each performance was meticulously crafted in collaboration with the artist, preserving their individual style. Streamed on both Hulu and Hulu’s YouTube channel, the event included interviews with each artist.

Execution

For the first time ever, Hulu hosted a virtual concert — Your Attention Please: The Concert. In partnership with MSG Entertainment, hosted by Craig Robinson and directed by Matthew Dillon Cohen, the musical event featured performances by five groundbreaking artists: 24kGoldn, Joy Oladokun, Kiana Ledé, Lil Yachty and Swae Lee. The hour-long music special aired in a one-time commercial-free presentation on Hulu on Thursday, February 18 for all Hulu subscribers, and for non-subscribers it was available to stream on Hulu's YouTube channel the same day through March 17.

Outcome

With press and earned media, we not only achieved a wide viewership, but also introduced a new audience to our commitment to Black creators and stories.

22,400 total views (exceeds average benchmark)

Total reach of talent social: 23.9M followers

Total press mentions: 150

Ad equivalency: $4.5M

100% positive or neutral sentiment

Potential Reach: 498.8M

Similar Campaigns

12 items

Hulu Animayhem: Enter the Second Dimension

HULU, Santa monica

Hulu Animayhem: Enter the Second Dimension

2024, HULU

(opens in a new tab)