Client:
Zildjian
Scope:
Ideation, Art Direction, Video Editing, Filming
Focus:
Aligning customer trend with artists to create a dynamic video series.
Overview:
Young drummers looking to be discovered were taking popular songs and covering them for exposure. We wanted to connect to that insight utilizing Zildjian’s artists to create a series where artist covered songs that we different to their genre.
The Challenge:
We wanted to grow our You Tube channel and expand our audience with aligning drummer trends and utilizing the talented artists that played Zildjian.
The Approach:
I understood that young drummers were taking popular songs and do a drum cover of them which was a way to stand out and possibly get a gig. This trend along with our access to leading, famous drummers, this is where this series was created. But we needed a different spin which is were we added that each artist covered a song that was different to their genre of music.
The Solution:
A Video series that utilized famous drummers that spanned across different demographics and genres of music playing outside of their comfort zone.
What was created:
- Intro and outro design look and feel used in promotion, thumbnails, and more
- Filmed, edited, and posted a series of 8 videos
- Opened and inspired other famous drummers and even younger players to also cover unique songs versus what was popular
The Impact:
- Over 100,000 Views over 6 videos
- Increased engagement and subscriptions for the channel by 12%
- Lead to other collaborative video series that Zildjian even does today
Last modified: September 11, 2026
