Beats by Dre Taps In to Viral Phenomenon With LIT! | V by Viacom

Creativity

Beats by Dre Taps In to Viral Phenomenon With LIT!

Exploring the N.E.R.D x Rihanna 'Lemon' dance with a doc-style video integration.

Feb 19, 2018

Beats by Dre partnered with Viacom Velocity, Viacom’s branded content studio, to produce a special edition of its series LIT!  Released on February 19, the episode follows host and celebrity choreographer Tanisha Scott as she learns what inspired the moves in N.E.R.D’s new dance video ‘Lemon’ from the music video’s performer Mette Towley and choreographer JaQuel Knight.

The video went live on MTV’s YouTube, Facebook, Instagram, and Twitter accounts—25 pieces of content in total—capitalizing on the buzz following Towley’s performance during Sunday’s NBA All-Star Game halftime show. Beats headphones are integrated organically throughout the video.

LIT! is a cinematic, multi-platform series that explores the styles, sounds, and cities that shape today’s dance culture. Velocity tested the format with MTV last November by releasing a pilot episode featuring social media dance phenoms Ayo & Teo. Using the learnings from the pilot’s very strong performance across social media, Velocity partnered with Beats by Dre to create this piece of brand storytelling.

“I think LIT! is the perfect example of listening to collective client needs for a creative that taps into music culture. In this case, we developed a pilot that tapped into what’s happening in the world of modern dance, mixed with insights on how people consume that genre’s content on social media,” says Dario Spina, CMO of Viacom Velocity. “On top of that, we collaborated with a really forward-thinking partner in Beats, that believes in telling stories outside of commercial media.  The ability to be strategic and flexible, while having a finger on the pulse of culture and create meaningful content for clients is what Velocity is all about.”

The release of N.E.R.D’s music video sparked a #LemonDanceChallenge, with VogueSerena Williams, and even Justin Timberlake creating their own videos.  The episode of LIT! built on the phenomenon with a characteristically MTV approach by creating a glossy and entertaining look at the artists behind the movement.

Creators:

Viacom Velocity
Dario Spina, CMO
Lydia Daly, SVP, Social Media and Branded Content Strategy
Thomas De Napoli, Sr. Director, Strategic Initiatives & Innovation
Elizabeth Carter, Sr. Director, Branded Content
Dayo Harewood, VP, Creative Director
Juliette Snyder – Manager, Strategic Initiatives & Innovation
Audrey Green – Coordinator, Strategic Initiatives & Innovation
Lauren Elias – Manager, Social Talent
Sandra Whitner, Director
Luigi Romano, Editor
Heather Courter, Project Manager
Chris Daviau, Producer
Dzifa Yador, Production Coordinator
Meg Sudlik, VP, Creative Production
Allison Zerden, VP, Integrated Marketing
Lindsey Mueller, Director, Integrated Marketing
Gina Quagliata, Coordinator, Integrated Marketing

Marketing & Partner Solutions
Lynne Levey, SVP
Jodi Truman, Account Manager
Nicole Moscardini, Director

MTV
Sarah De Felippis, VP Social & Digital
Sarah Epler, Sr. Director, Social Media
India Nicholas, Director, Social Media
Meghan Conway, Sr. Manager, Social Media