BBC 1XTRA THROWBACKS: CELEBRATING THE BEST OF HIP-HOP AND R&B FROM the 90s, 00s and 10's.
BBC Sounds launched a new show called 1Xtra Throwbacks to leverage the rising interest in throwback music among Millennials and Gen Z.
They engaged Forward Slash to create a comprehensive social strategy and identity that would resonate with the target audience, capturing the sounds and emotions shaping their culture and musical tastes.
We took a two-phase approach:
First, we conducted in-depth research to identify the music, artists, and aesthetics that evoke nostalgia for the audience.
Next, we developed best practice guidelines for content creation, branding toolkits, and content format ideas, providing assets for a successful social media launch.
Our extensive research involved crafting audience personas and pinpointing the music, artists, digital and real-world spaces, and formats that represent 90s, 00s, and 10s Black nostalgia music, using surveys, focus groups, social listening, and analysis.
CREATIVE STRATEGY
We aimed to emphasize the impact of historical and contemporary artists, bridging the gap between old-school and new-school music, thus capitalizing on untapped opportunities that competitors had yet to explore.
We introduced a fun variety of formats for the launch, such as "Pin the Plaster on Nelly" and "Ringtunes", which we filmed and produced with show hosts Joelah and Keke. Additionally, we developed engaging compilation assets from the BBC archives focusing on specific musical genres covered by the Throwbacks project, such as 90s R&B and UK Garage, and these assets were woven into the release calendar to reflect on-air scheduling.
My role?
I conducted thorough primary and secondary research into the brief topics and identified relevant social trends to tap into. I carefully curated the archive selection and offering to align with the project's goals.
My role also involved video editing in Adobe Premiere Pro and CapCut, writing engaging social copy, and conceptualizing creative ideas for the shoot day.
On the shoot day, I was responsible for creatively leading and producing the shoot with hosts Joelah and Keke, ensuring they remained engaged, informed and motivated throughout the process.