Cannes Lions

30" SINGLES

LEO BURNETT, Bogota / ABINBEV / 2021

Case Film
Case Film
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Overview

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Credits

Overview

Background

Any music artist makes their living thru reproductions, the different digital platforms pays them an amount of money for each reproduction of their songs, that’s why the biggest records uses all their budget and power to make their artists the top artists, the ones that have all the reproductions and earn all the money, this leave non space for independent music, this artist can not make it to the top rankings, people will never know them and any time they have to leave the music to make their living earning from anything else. One New York judge affirm this in a 2005 sentence: “the music in the streets sounds because of money, not because an artistic merit”.

Idea

We created Budx Records, a disc record made to convoque independent artists and hack the industry of music to find the way to make possible that many many people know their music.

We created the 30" Singles.

The big records have all the music in radio, but not the 30” radio spots open for anybody.

The big records have the to 10, top 100, top 1000... but they can not block artists in the 30” spots for not premium users. And in Colombia 92% of users are not premium. Until now because with our singles we put music on the spots they had to listen.

Thats why we changed the typical 3 to 4 minutes singles, for a new trend of 30” singles made to enter in those spaces that the big records are not using. This made that people discover our new artists music.

Strategy

The biggest records control what sounds in radio and in digital platforms top playlist and they do not permit any other artist to enter. But you can enter to these media with spots, just need to change the trend 3-4 minut singles, to singles that fit these spaces.

Execution

We created the 30" Singles.

The big records have all the music in radio, but not the 30” radio spots open for anybody.

The big records have the to 10, top 100, top 1000... but they can not block artists in the 30” spots for not premium users. And in Colombia 92% of users are not premium. Until now because with our singles we put music on the spots they had to listen.

Thats why we changed the typical 3 to 4 minutes singles, for a new trend of 30” singles made to enter in those spaces that the big records are not using. This made that people discover our new artists music.

Outcome

+5000 artists joined our Budx Records digital platform with their 30" singles.

+6 Billion reproductions for complete new music and artist.

4 independent artist sign with us.

We created a complete free platform for music lovers that can discover a huge world of new music and artist and share them to the world.

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