YouTube Music gets personal in ads for music-streaming app

Five-spot campaign from Anomaly profiles diverse cast of music fans

A new campaign for YouTube Music from Anomaly in New York showcases the identity-defining power of music with five spots starring a diverse cast of music fans and their theme songs. Each ad focuses an intimate moment in their lives and the role music plays in it. Afsa, a young woman wearing a hijab, masterfully raps along with Blackalicious after class; Alex, a gender-fluid teen, transforms himself into a woman as he listens to Big Frieda; Tina listens to Machet after community service; Kristen cries to James Blake on an airplane; and Jayson gains confidence listening to Eung Freestyle on the subway. The ads end with the message, "It’s not just what we listen to, it’s who we are."


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