GRATEFUL DEAD
Project
Since 2020, Versus has worked with Grateful Dead to continue to impact music and culture by innovating and adapting to new trends and platforms ensuring their brand remains strong and reaches a new audience.
As the managers of the Grateful Dead socials and digital content, we were resourced in 2022 to create a series of 10 YouTube Shorts to leverage the potential reach of the new feature and provide YouTube with valuable insights on how people use the platform.
GOALS
The primary goal of the YouTube Shorts project was to create great content specific to the format of Shorts that helps bring users on the platform unfamiliar with the Dead and casual fans deeper into the fandom.
APPROACH
We assembled highly engaging multi media thematic concepts that work in under 60 seconds in a vertical format that can catch users attention in under a second like “Most Played Live Songs Through The Years” and “A Short History Of Bobby Weirs Short Shorts.”
Each short was supported by posting across other platforms and capturing fan’s attention with attention-grabbing captions and video concepts.
SUCCESS
SUCCESS
3+ Million users reached on YouTube.
25% increase in average monthly subscribers.
5+ Million views across platforms.
More than half of the users reached aren’t current followers of the Grateful Dead properties.
Rhino immediately ordered an additional 10 shorts to continue the series.
The most successful shorts campaign of all the WMG campaigns so far.