Spinnin’ Records celebrates 30M subs with a special animated series on YouTube Shorts
Apr 28, 2023 – minute read
Today at IMS Ibiza International Music Summit, Dutch-based dance music label Spinnin’ Records announced to have reached the whooping 30M subscribers milestone.
To celebrate this moment, they’re launching an animated series on YouTube Shorts that features veteran marquee artists on the label’s roster including KSHMR, Timmy Trumpet and Gabry Ponte, as well as hot newcomers like Lucas & Steve and LUM!X.
This is part of a long term partnership with YouTube and the result of a shared vision to bring innovative forms of online music to their global international dance community.
For the release of “Infinity”, the teams at Spinnin’ Records and YouTube developed a multiformat content strategy that had the 6 episodes of the animated series posted on YouTube Shorts teasing the new EP.
Each of these animated Shorts lead all together to a long form music video on YouTube Premium that will premiere tomorrow, April 28th, together with the last episode of the series that you can preview here.
And in order to encourage re-engagement on each of the episodes, Spinnin’ Records has developed a scavenger hunt where fans will need to find the hidden heroes. Every time they do so, they’ll need to post on the Comments section of that Short to proceed to the next level.
Dan Chalmers, Vice President of YouTube Music in EMEA, was on stage with Susanne Hazendonk, Vice President of Marketing at Spinnin’ Records and talked about how this collaboration came to fruition.
Dan: Congratulations on this milestone! Can you walk us through what Spinnin' journey on YouTube has been like?
Susanne: As early adopters of YouTube, the platform became our first direct-to-fan outlet for our music. What’s more, it represented one of our earliest communities of engaged listeners and fans. It allowed us to establish Spinnin’s brand not just as a record label but as a content producer. Spinnin TV essentially became the label’s own version of MTV – brand new content on a regular basis and delivering hit records in a format that was growing in popularity. And it has very much informed future strategies for Spinnin’.
YouTube is the only platform that gives us the opportunity to work in a multi-format way. Shorts allows us not only to drive awareness with engaging content but also to interact with the younger crowd, who have a heart for dance music too.”
Susanne Hazendonk Vice President of Marketing, Spinnin’ RecordsDan: Why have you chosen YouTube Shorts as one of the platforms to celebrate this moment? How does this activation blend with your global campaign?
Susanne: It was an absolute no brainer for us because YouTube is the only platform that gives us the opportunity to work in a multi-format way. Shorts allows us not only to drive awareness with engaging content but also to interact with the younger crowd, who have a heart for dance music too. With these 5 separate videos blending into one 5 min long final episode we are able to make an impeccable transition from short to long form and cater to our fans across the globe.
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Dan: The dance music industry in general and Spinnin’ in particular have always been at the forefront of innovation. In what ways has YouTube helped drive that forward?
Susanne: The platform has always played a vital role in all our strategies. From being a focal point in release strategy, to cross-over into our live-branded events and commercial events, Spinnin’ TV is at the core of our brand strategy. The channel allows us to exploit frontline, but it also offers us new, fresh ways to reinvigorate our catalogue.