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Entrant: SRMG Labs, Riyadh
Brand: Billboard Arabia
Title: "Sounds of the Land"
Corporate Name of Client: Billboard Arabia
Client Company: Billboard Arabia , Riyadh Saudi
Client President: Jomana R. Alrashid
Chief Marketing Officer: Katie Golding
Client Marketing Directors: Rami Zeidan/Maha El Nabawi
Client Art Director: Ramona Najem
Client Social Media Manager: Areej Alhamedi
Agency: SRMG Labs, Riyadh
Chief Creative Officer: Fadi Mroue
Associate Creative Directors: Leo Razera/Glauber Dorotheu
Senior Copywriter: Nicolas Martinez
Senior Art Director: Bruno Montoro
Agency Digital Director: Mohamad Mahmoud
Digital Director: Mohamad Mahmoud
Executive Producers: Natalia Souza/Carol Masseti/Cassiano Derenji/Vanessa Reginatto/Gustavo Michelucci
Agency Senior Motion Designer: Jefferson Menezes
Agency Motion Graphics/Composition Generalist: Lawrence Changchin Tan
Interview Production Coordinator: Adriana Mamprin
Agency Marketing and Partnership Director: Rana Wakim
Agency Media Director: Musaab Kari
Agency Social Media Manager: Areej Alhamedi
Agency Brand Manager: Sara Baizan
Agency PR Manager: Rose Youssef
Interview Cinematography: EJ Reyes
Interview Post-Production Coordinator: João Pimentel da Silva Jr
Interview Direct Sound: Pedro Cunha
Interview Look Dev and Post-Production: Emanuel Alexandre Pimentel da Silva
Interview Sound Production: Adel Ghuloom
Interview Production Coordinator: Adriana Mamprin
Directors: Alexandre Chalabi/Ali Esbai
Gaffer: Arif Ali
Editor: Deydson Rocha
Photographer: Thiago Neves
Motion Designer: Victor Further
Post-Producer: Kevin Crauford
VFX Company: Piloto, Sao Paulo
VFX Company Head of Post: Rafael Antonelli
VFX Company Film Director: Daniel Soro
VFX Producers: Natalia Souza/Vanessa Reginatto
VFX Companies Production Managers: Roberta Frederico/Marilia Raffaeli
VFX Company Post-Production Coordinator: Alexandre Chalabi
VFX Company Executive Production Assistant: Willian Sousa
VFX Company Post-Producer Assistant: Barbara Almeida
VFX Company Head of Sales: Regina Knapp
Sound Design Company: DaHouse Audio, Los Angeles
Sound Engineer: Rodrigo Deltoro
Sound Design Company Vinyl Mastering Engineer: Arthur Joly
Music Production Company: DaHouseAudio, Los Angeles
Music Executive Producers: Carol Masseti/Iris Fuzaro/Cassiano Derenji
Music Producers: Lucas Mayer/Wonder Bettin/Silvio Erné /Arthur Joly
Music Production Company Music Producer: Mohammed AlMohri
Music Production Company Music Producer: Sarah Nabil

Description:
Billboard, the world’s leading music magazine, was launching in the Arab world; the only problem was that it was a relatively unknown brand in the region.

We needed to create a launch campaign that would win the hearts of the mass music community, earn us respect in the industry, and establish us as one of their own.

This was easier said than done because the only way we could win the masses was if we got approval from the leaders in the music industry, THE ARTISTS.

Idea: Our idea revolved around reaching producers and artists so that we could ultimately reach the fans. To do so, we created a sample music pack made up of something that held an emotional attachment to all people from the region, the land.

We did this in a unique way by collecting topographic data from 5 locations in the region, converting them into 3D models, and engraving them into vinyl records.

Transforming this geographic location into top-charting artists allowed us to hear the sound of the land for the first time ever.

Strategy: To reach a mass audience, we wanted to target the top producers and artists in the region.

Based on the data available on the number of listeners, plays, and followers, we identified the top 100 producers. We sent them a limited edition vinyl record alongside a digital sample pack, introducing them to Billboard and the initiative.

The strategy was for them to create their next big hit using Billboard’s Sounds of the Land.

Execution: The successful execution of this project required meticulous planning and collaboration across various disciplines.

We combined geographers, with music engineers to get the most accurate results. Once the records were produced, they were distributed to artists and DJs.

The placement of these records was strategic, targeting recording studios, in order to ensure maximum reach and impact.

Outcome: By transforming the landscapes of the region into sounds, we were able to win the hearts of both the community artists and their fans.

Over 150 tracks were released using our samples. Through their music, we reached an audience of more than 68 million people across various platforms who played the tracks and indirectly engaged with our brand.

On TikTok alone, Sounds of the Land had an organic reach of 10 million, which would not have been possible if we had taken a traditional approach.

This project helped transform Billboard Magazine from an unknown brand in the region to the top music publication of MENA.