Sound of a New Generation

    • Branding

    • Identity Systems

    • Development

    • Content Strategy

    • Motion Design & Animation

    • Audio Production

  • All Def  had developed a substantial following of over 2m followers across their YouTube, Instagram, and Facebook; however, with viewership and audience engagement declining over the years, there was a growing opportunity in segmenting their audience based on their various product offerings of music, comedy, and gaming. 

  • We developed a content strategy and brand identity system for creating the All Def Music channel which has garnered over 883k subscribers and 271 million views. Popular series developed under this content strategy are By The Numbers, Hives, and 10 Lyrics which have yielded a 3500% increase in organic viewership and audience engagement from 2017 to 2018. All Def Music was able to secure a long-term partnership with UMG to promote their artists through features in the content created under this strategy.

Strategy & Approach

Developing the Strategy
We met with producers at All Def Music and learned about their goals of creating a brand that resonates with music fans while also being marketable for business partnerships, sponsors, and advertising placement deals. We worked remotely with All Def’s 9 additional channel platforms to create a cohesive brand while distinguishing individual product offerings.

Defining the Brand
We used color theory to decide  on a brand identity system that would define the unique content offerings of All Def; deep orange symbolizing All Def Music, purple for All Def Gaming, and yellow for All Def Comedy.

Understanding the Users
Using in-depth audience analytics, we determined that a majority of All Def Music’s community was composed of hip-hop lovers that engaged with rap feuds and song lyric discussions on competitor platforms. A competitive audit revealed the popularity of an emerging website Genius which focused on providing meanings to song lyrics based on audience submissions. The competitive audit helped identify a growing content gap for short-format videos that catered to this audience, leading to the development of the series 10 Lyrics (9 videos), and By the Numbers (18 videos).

Positioning
While developing the All Def Music brand, we honed in on what was important to All Def’s audience and the impact digital content has on culture, leading to the tagline:
“Sound of a New Generation”

4.57m Subscribers

177k Subscribers

19.3k Subscribers

874k Subscribers

VIdeo Series Content Package Development:
9 Videos (2 - 4 min)

VIdeo Series Content Package Development:
19 Videos (2 - 4 min)

Modular & Programmatic Content

For All Def, we developed a scalable system to produce a high volume of content from a single core concept. By designing with modularity in mind, especially through motion graphics, we created flexible building blocks that could be reworked into multiple formats. This allowed us to deliver a wide range of videos tailored for different platforms and audiences, all while maintaining consistency in messaging and style. Our programmatic approach made it possible to produce more content in less time without sacrificing quality or creativity.

The Beauty In The Frame

Every image has the power to communicate complex ideas and emotions. In the music industry, such is especially evident in the iconic music videos and extravagant cross collaborations of genre defining creatives. With 24 frames in a second, Behind the Scene gives audiences a much needed closer look.