Secret Reaction: A series where two people are listening to something with headphones on and must react to their impression of it without the other knowing what the content is.
Levi's Music Project: A series of content created to share Italy’s top artists and dive into their processes & lives to be passed onto up and coming artists.
Content buckets that had the highest average views & engagement in the Italian hip-hop space include:
Good performing contentopportunities for the Italian hip-hop audience on Instagram include:
Substandard performing contentopportunities for the Italian hip-hop audience on Instagram include:
Low performing contentopportunities for the Italian hip-hop audience on Instagram include:
1. Questionnaire of Life
Noisey Italia created a series called “Questionnaire of Life” that engages artists in a series of meaningful questions about their lives.
Tactics to Implement:
Find the Root: These questionnaires aim to encourage artists to discuss their inspirations and experiences that have led to the version of themselves they are as an artist today.
Repurposing: Since this content is being used to cross-promote longer videos on different channels, the editors cut the most intriguing part of the video and followed it up with a title card of the series, urging viewers to visit YouTube for the full version.
Content Opportunities: Fans are intrigued by which artists or inspirations propelled these rappers to find their style. A series challenging artists to tap into their favourite artists’ styles could build on this concept.
Italian media publications share interviews as a way for fans to connect on a deeper level with their favourite artists.
Tactics to Implement:
Serialize the Content: Interviews in the Italian media space all tend to have very specific angles that can be serialized. For example, Noisey has a series called Personal where artists can dive deeper into their history while ESSE has a series called At The Theater where artists are invited to a theater setting in front of a live audience to do their interviews.
Content Opportunities: Short, impactful moments from artist interviews that can capture audience attention fast can be used to leverage social media content from longer form videos across platforms.