While our competitors focused on star power, we launched Youtube Music to passionate music fans who share our deeper connection to music. For them, like us, music isn’t just a convenience. It’s not something playing in the background. It heightens what we feel and teaches us how. It’s not just what we listen to, it’s who we are.
We shot intimate portraits of these music listeners and showed the role music plays in defining who they are. They were real, diverse, familiar, relatable and endearing.
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