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Challenge

Prove that New Orleans is the most musically diverse city in the world and attract visitors to the city.

Solution

New Orleans Tourism and integrated creative and media agency 360i partnered with Spotify to bring the city’s sound to life. First, we created a playlist that reflected the true sound of the city, as defined by years of listener habits. Then, we performed the playlist live, from start to finish, in its original order, at the iconic Preservation Hall, for lucky fans who followed it.   

Result

The result was a first-of-its-kind, star-studded concert that reimagined what it meant to make a playlist in the first place.   

The lineup included Jon Batiste (Late Show with Stephen Colbert), Irma Thomas, Curren$y, Mannie Fresh, Alynda Segarra, Boyfriend, Dirty Dozen Brass Band, and other local stars who collectively make up six Grammy nominations, seven platinum albums, 23 Hot 100 singles, and more than 100 million Spotify streams.      

In total, the project produced a historic concert, live album, sponsored Spotify content, broadcast commercials, out of home, social and influencer content, and a full-length documentary which has embarked on an international festival tour.

360i

360i is an award-winning strategic, creative and media agency that has earned a place on Ad Age’s A-List for the past eight years and was named Adweek’s 2018 Breakthrough Media Agency of the Year. Drawing upon a deep understanding of how people discover brands and share stories, 360i helps brands capitalize on change. Top clients include National Geographic, DSW, Capital One and HBO.

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