Yamaha wanted to reposition their brand from simply the manufacturers of fine musical instruments to the reason they make them in the first place: to share music with the world.
#RandomActsOfMusic was created as a guerilla campaign in an attempt to garner a viral following that would submit and grow #RAOM’s collection of musical content. We learned that it was more effective to create a forum for Yamaha artists to share their stories in an intimate setting, while they explore their rise to professional musician and share advice with young artists seeking to do the same. Each episode of “Going Solo” ends with a solo performance by the artist prefaced by the question, “How does music make the world a better place?” Episodes appear on a Going Solo branded microsite and podcast versions were created for various audio platforms.