Marketing

Queen launch UGC contest as ‘Bohemian Rhapsody’ reaches 1bn views


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Fuelled by the recent biopic, Queen’s ‘Bohemian Rhapsody’ has become the first pre-1990s video to pass 1bn views on YouTube. The achievement has been marked by a new, remastered ‘HD’ version of the video on Queen’s YouTube channel, complete with the lyrics in English, Spanish, Italian, French, Japanese, Polish, German, Indonesian Bahasa, Korean, Czech, Russian and Turkish (“Korkak soytarı Scaramouche Fandango dansı edecek misin…”)

Also new: a celebratory campaign called ‘You Are The Champions’ launched by Queen, Universal Music Group, Hollywood Records and YouTube Music. It’s going to involve making three new music videos for Queen’s ‘A Kind of Magic’, ‘Bohemian Rhapsody’ and ‘Don’t Stop Me Now’ based on user-generated content, with a call going out later this week for “dancers, singers, musicians, and visual artists” to take part.

There are shades here of YouTube’s partnership with Elton John, ‘The Cut’, in 2017. “This will be the first of a series of custom initiatives we have planned in the coming months on the official Queen channel,” promised Celine Joshua, general manager, commercial, content and artist strategy at UMG.

Stuart Dredge

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