CAMPAIGN / PUBLICATION
This Side, That Side, is a campaign proposal that positively promotes diversity in music listening.
Implemented through print as well as digital, it consists of an informative publication along with a poster series, and an engaging and interactive social media presence. The publication itself is a 40-page A4 booklet of first-hand gathered research on the topic of music diversity, revealing the biased nature of music fans’ listening habits.
- This Side, That Side also has a digital presence to target more of the young adult population that uses the Internet to find new music. The social media campaign presents the research in the form of stills and animated content and includes discovery challenges for music lovers to take part in, using the hashtag #TryTheOtherSide.
- The A2 printed poster series acts as a memento and reminder to music listeners to be more conscious of diversity.
