AXE Music - theChrisbox ■ Playground of Christian Baur

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AXE MUSIC
MARTIN GARRIX 2.0

AXE and Martin Garrix are back with a new collaboration. This time we show how a song can move people closer, celebrating one of the most intimate and recognizable moments in music: sharing headphones. A week before the main launch, a teaser got everyone hyped on Martin's channels.

And then we launched the main video on Youtube premiere.

This time, even fans where able to be a part in the video. We asked them to share their headphone sharing moments on TikTok. Then Martin picked his faves and we dropped them into the video

Shareable gifs and boomerangs kept the conversation going.

Together with the music video we launched a couple of TVCs to promote Martin's limited edition bodyspray.

Hundreds of personalized assets retargeted everyone who watched the music video. Ticket giveaways, meet&greets or just a 'Hi!' from Martin himself. We definitely brought him closer to his fans.

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But the collaboration didn't stop there: together with Sony we launched a limited edition Fanbox that even included the headphones from the video.

And then there's this: a behind the scenes and making of the video that you can only access if you have the can.