De Nieuwe Lichting (The New Talents) is a yearly search organized by the radio station Studio Brussels for young new artists. To give the event a head start a very smart content-marketing campaign was used.
Nobody likes the commercials before Youtube video’s and everyone’s released when the five mandatory seconds are over. However, this series of pre-roll video’s is different. DDB Brussels made three 30-second spots of the young artists as a warm-up act to the most popular music videos. These pre-roll videos that fit perfectly to the sound of the video that follows up make you feel like you’re at a real, live concert, watching a supporting program.