viral content

Challenge

Let’s face it, the stigma attached to electronic music is impressively quotable: “It’s like robots f**&%ing,” “this isn’t REAL music,” “Its just random noises!”—Essentially anything your grandparents would say while fumbling over their Facebook login.

So, when Monstercat—Canada’s largest independent electronic music label—tasked us with creating content for their feature artist Haywyre, we knew these nagging stereotypes were going to be tough to crack.

SOLUTION

Fortunately for us, Martin Vogt (Haywyre) isn’t a robot. Martin is a phenomenal Jazz pianist who uses his classical training to create a unique take on electronic music. Ultimately, this helped us create the foundation of our solution: capture a live, unfiltered take of Haywyre killin’ it on 61 keys.

Stigma Smashed.

We used an arrangement of three GoPro’s to create a raw aesthetic to complement Martin’s natural talent on the keyboard. The final performance was captured in one take, with an additional angle on Martin’s face. He nailed it.

results

  • 6,000,000

    +
    views

    36,442

    shares

    22,896

    likes
  • 1,000,000

    +
    views

    1404

    shares

    20,256

    likes

The results were staggering: our video hit viral status on Facebook, firmly putting Martin on the radar of both esteemed producers and key industry figures.

The follow-up

Prior to filming, Haywyre had just finished his first major supporting tour. With the grand nature of the tour in mind, we decided to bump up the video’s aesthetic to something more polished and classy.

results

  • 1,200,000

    +
    views

    30,251

    likes

    3633

    shares

Once again, the video spread like wildfire. This time, Haywyre’s video found its way to the screens of the team over at GoPro—who reached out to have the video hosted on their channel. Coming from the content kings at GoPro, this was a massive honour.

get in touch