To promote YouTube Music, which launched in the U.S. in November, YouTube is putting the spotlight on its biggest competitive advantage—its diversity.
Sure, Spotify has musical diversity. But YouTube is the No. 1 streaming music site in the world, which means it's got an especially diverse user base. And it's those people, and their unique and personal tastes, that the brand is focusing on.
Working with Lance Acord, the director behind a slew of hits including the NFL's Super Bowl babies choir, YouTube has released a series of ads that embody the private moments in a day that music transforms into something special, even personally revealing.