Launched on Bob Marley's 75th birthday, and running throughout the entire year, this multi-platform campaign was powered by our team's original content. The Marley 75 campaign is UMG's best-performing catalog campaign of all time and has continued to push Bob Marley's streaming growth YoY.
Executive Creative Director / Producer: Mike Johansen
"Legacy" series Showrunner / Director: Dezi Catarino
Marketing: Harold Gutierrez & Tom Smith
Media Planning: Dylan Shapiro
Insights: Chris Toth
With Bob Marley's 75th birthday on the horizon and no new music releases to market, I pitched the idea of building a campaign around Bob's influence in today's culture almost 40 years after his death. His songs and lyrics still provide hope, comfort, and inspiration to multigenerational people across the globe, and telling their stories would open up incredible opportunities to broaden the reach of his music.
The "Marley 75" campaign was content first and crafted to unique markets built from his audience data. It was driven by the Webby award-winning docuseries "LEGACY," along with eight original music videos, remastered and unseen live content, and countless original audio/visual content pieces.
Video was the heartbeat of the entire campaign, commissioning hundreds of pieces of visual content for the 75th. The videos were the building blocks for every other piece of content and marketing. We worked with incredible artists such as Kristian Mercado, Mason London, SEED Animation, and more across the globe to bring Bob's message to life. The 8th episode of Legacy, entitled "Rebel Music," was honored in 2022 with a Webby Award for Best Video - Music.
Bob Marley: Legacy - Episode 1 "75 Years a Legend" - Dir: Dezi Catarino
Bob Marley "No Woman No Cry" Music video - Dir: Kristian Mercado Figueroa
Bob Marley "Three Little Birds" Music Video - Dir: Morgan Powell - SEED Animation
Youtube Subscribers Gained
Channel Revenue Growth
Overall Catalog Revenue Growth