YouTubers covering songs has sometimes been a source of tension for rightsholders, but a recent marketing campaign for Microsoft’s Lumia smartphones featuring Clean Bandit showed the positive side. It involved 13 YouTubers across Europe from the network of MCN Rightster creating their own videos for the band’s ‘Rather Be’ single, and tagging them with #LumiaMusic.
The campaign, which also involved Warner Music, culminated in the best entry as picked by Clean Bandit leading to a collaboration between its creator and the band. According to Rightster, the contest generated more than 8.3m views on YouTube. It’s a sign of growing interest in music from Rightster, which recently promoted former YouTube exec Patrick Walker to be its CEO.