Less a client/brand brief. This is a business initiative to build a brand from the ground up as a JV with Universal Music.
Now Play It was originally launched in 2006 and quickly got a lot of attention.
The concept was simple. It was an online (Pay-Per-Download) video service offering music lessons where the teachers were the original recording artists who wrote the songs.
It offered guitar, bass, drums and keyboard lessons from artists including Blur, Paul McCartney, The Pixies, Blondie, Deep Purple with a library that eventually grew to a 1000 hours of content from over 130 artists.
It won multiple awards including Webby, DMA and Music Week awards.
It was also loved by artists. As well as teaching their songs, it gave them a platform to talk about their craft and even recount a few Rock’n’Roll anecdotes in long form videos aimed at their fans and people that play music for fun.
For the music industry, which at the time, was experiencing a rapid decline in revenues largely due to file sharing platforms like Napster, it also created a completely new revenue stream.
Why the Re-Launch
Despite the awards and PR recognition, in 2006 Now Play It was an idea slightly ahead of its’ time in commercial terms.
In 2006 we didn’t have Netflix, Apple Music, Spotify or Amazon Prime. The consumer mind-set was that the internet was somewhere you got stuff for free not somewhere you made purchases.
Fast forward to 2018 and people now buy online as readily as they purchase in shops and we’ve seen a swathe of other tuition services come to market such as Master Class. There’s also millions of people watching ‘learn to play’ content on channels like YouTube.
The time feels right to re-launch the service.
Partnering as a JV with Universal Music we have seed funding to develop a beta of the concept and have been tasked with developing the branding, concept and creating all the tutorial and marketing content.
Above is a peak at the new brand visual identity and a sense of what the lesson content will look like.
And if you want to see a little more of the original 2006 product, see below for the case study video.
Watch this space for the Beta launch in 2019.