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2020 One Show - Social Media

Parkscapes

Agency BBDO / Toronto + Flare BBDO / Toronto

Client Regent Park School of Music
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Annual ID

OS_SM20_030B

About the Work

The Regent Park School of Music (RPSM) is a not-for-profit music school in Toronto that provides music education for kids who can’t afford lessons. With government arts funding cut by 50%, the school needed to start sustaining themselves. Our idea? Create an album of original tracks performed by RPSM students. But instead of the general public, we targeted musicians. Every time a song from the album is sampled, the school is paid royalties for the life of the song. Grammy-winning producer Frank Dukes composed the album, called “Parkscapes”. We promoted its release from Dukes’ Instagram (77K). High profile artists like Shawn Mendes organically shared our posts to over 62 million followers. The idea went global when we discovered Taylor Swift sampled us on “It’s Nice To Have A Friend” from her new album. Numerous outlets picked up the story. Over 130 pieces of earned media reaching almost 3.49 billion viewers – all unpaid. Taylor’s album received 226 million streams in its first week alone. “Lover” became the highest selling album of 2019. Dream Works even licensed our song for the movie “Abominable”. Every new stream, download and license generates new royalties, so the results for the school are literally endless.