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Category
Innovation in Radio & Audio
Annual ID
OS_RA19063M
About the Work
Too Many T’s are an independent DIY Hip Hop crew from South London, known for their lyrical skills, creative music videos and live performances. They wanted to make the next step towards a bigger global audience in 2018. On a major label, a common way to reach a bigger audience is by “featuring”: inviting an already famous guest artist on a track. TMT’s don’t have these connections, still they managed to get a feature by one of the most famous voices worldwide: Alexa, AI voice assistant by Amazon, present in 100+ million homes worldwide. Featuring Alexa is the world’s first song in collaboration with the voice of an AI. This allows TMT’s to perform live anywhere, anytime. The Result: 83m contacts, generating $25m in free media. 12m combined views on YouTube, Facebook and Instagram. 1.6m interactions with Alexa in 37 countries. 127% more plays, 35% more followers on Amazon Music.
2019 Awards
Total Points: 2
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
SERVICEPLAN GROUP / Munich
Client / Brand
Too Many T's / London
Production Company
Robin Karow / Munich
Art Director
Saurabh Kakade
Pedro Gropo
Chief Creative Officer
Alexander Schill
Creative Director
Lorenz Langgartner
Franz Röppischer
Director
Robin Karow
Director of Photography
Christoph Werner
Editor
Marie Kobylka
Music Supervisor
Henan Wensink
Creative Team
Ross Standaloft
Leon Rhymes
Savage Henry
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