DDB and Icona Pop pull a complete 360

Creativepool Editorial

Published 03/12/2015

Swedish pop duo Icona Pop, have released their new single “FU” straight to their most loyal fans through a live online concert streamed in partnership with DDB Stockholm and Samsung. The idea was to create a unique concert that could be experienced from all 360 angles, and to really run home the concept, the concert was live streamed exclusively to 360 fans who were digitally seated around the stage in a “Circle of Sound.”

Icona Pop, have released their new single “FU” to their fans through a live online concert streamed in partnership with DDB Stockholm and Samsung

Dennis Phang, creative at DDB Stockholm, said: “With this project. We really wanted to highlight what Samsung’s 360 speaker can do. It’s a complete contrast to the experience of directional speakers which people are generally accustomed to. So, we figured the best way to demonstrate it was to let 360 people experience it from one angle each. The great thing is that speaker can be placed in the middle of a room which incites a new type of social listening. It becomes something to gather around. We wanted to create this intimate and social music experience online – one that generates a special bond between those who participate. It was nice to let Samsung treat music lovers with something special but also had the added bonus of being an exciting new project for me and my colleague Martin Runfors.”

The idea was to promote the launch of Samsung's new 360 degree speaker

Rebecca Jerndahl, account director at DDB Stockholm, added: “Together with Icona Pop we wanted to deliver music in a whole new way. Thanks to Samsung's 360 speaker the audience got to experience the duo from all angles, each and every one of them with the same fantastic but unique sound experience. Now we're releasing the interactive concert for everyone” The idea was to promote the launch of Samsung's new 360 degree speaker. Caroline Hjelt from Icona Pop, said: “Instead of releasing our song in a traditional way, we wanted do something unique and direct to our fans. Our friends at Samsung made it possible to do something which has never been done before in the music industry.”