The Radio Sulamerica Paradiso campaign addresses the direction that the music industry has taken over the last few years. Whereas majority of people used to enjoy and discover new sounds in bars, music halls and other live venues, it has become more and more common for them to look to a more convenient place: the Internet. As the campaign reads, "Music has a new stage."
Conceived and executed by Artplan, an ad agency based in São Paulo, Brazil, the Radio Sulamerica Paradiso campaign is very creative. It turns the common browser icons into neon-lit signs as though they were actual live venues. The print ads were art directed by Felipe Branquinho and Rodrigo Moraes with creative direction by Roberto Vilhena and fun illustrations by Good Images.
Internet Music Hall Ads
The Radio Sulamerica Paradiso Campaign Shows 'Music Has a New Stage'
Trend Themes
1. Virtual Concerts - The trend of online music consumption provides an opportunity to create interactive virtual concerts and experiences for fans.
2. Digital Music Marketing - The shift to online music consumption calls for new and innovative digital marketing strategies such as targeted advertising on music streaming platforms.
3. Convenience Culture - The increasing popularity of online music consumption highlights the importance of convenience and accessibility in today's culture, presenting opportunities for businesses to innovate in this space.
Industry Implications
1. Music Streaming - The rise of internet music consumption presents disruptive innovation opportunities for music streaming services, such as personalized curation and promoting exclusive virtual events.
2. Live Event Production - Virtual concerts and online event production offer new opportunities for the live event industry to expand into a digital and hybrid space.
3. Digital Advertising - The shift in music discovery and consumption online creates opportunities for digital advertisers to create customized and targeted ad experiences on music streaming and social media platforms.