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Optus puts celebrities into service as it drives data-free music streaming offers

Optus backing new music offer with big budget

Optus has launched a series of new content pieces to support its move into data-free music streaming featuring international superstars and up and coming local acts.

The offer, launched last week, will allow pre-paid customers to stream music data-free from established services such as Spotify, Guvera, iHeartRadio, Pandora and Google Play.

The new campaign was launched through social media this week from content agencies Emotive and Bring, with one ad featuring Macklemore and Ryan Lewis walking to the stage as a fan makes her way into the concert venue.

That ad, created by Emotive, has been created with three versions running 1.30, 30 seconds and 15 seconds.

The agency shot the campaign across a number of different gigs using real audiences in the backdrop.

The music play is the latest step in Optus’s drive to become a content player after luring the English Premier League from Fox Sports, developing an exclusive content arrangement with Cricket Australia and the development of Yes TV with Fetch, which includes Netflix and Stan.

Optus will back its push into data-free streaming with a series of live music experiences, exclusive content and discounts and described the campaign as “a collaborative effort across several agencies”.

The telco has also started working with Universal Music’s recently formed agency Bring which created a series of short films featuring upcoming artists talking about their careers.

Songwriter and Youtube personality Troye Sivan and British instrumentalist Jack Garret talking about their lives and the positive influence they can have on others.

Bring’s executive creative director Cameron Farrelly conducted the interviews at SXSW where both acts gave stand out performances this year.

In his ad, Sivan reveals how a young fan passed him a note at a concert asking him to announce to the audience that she was bi-sexual because her mother was also there and it was the only way she knew how to reveal it to her.

Sivan talks about how he has worked to create a safe, live space for his LGBT audience and that the experience of a young girl coming out to her mum embodied that.

The Jack Garrett film focuses on how he has learned to feed off his audience and how, despite appearing cocky and self confident, he had spent much of his life hating himself.

However, he reveals how he has grown to be comfortable with himself and no longer be cocky.

“In growing up your realise that cockiness and arrogance is not the right attitude to surround yourself with, but instead just self-confidence and self, that’s the best thing you can ever do for yourself”, he says.

Simon Canning

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