Jägermeister |  FNFZHN

Together with Jägermeister we wrote music history and released the shortest album ever: 13 tracks – each exactly 15 seconds long, just like an Instagram Story.

Insight

Insight

Streaming and social media has changed the way we consume music. The main reason is that our average attention span is sinking. Consequence is: songs are getting shorter (and shorter) from 4 minutes in 2000, to 3 minutes in 2021! To answer this question, we took the initiative and started an experiment the world hasn’t seen before.

The case film
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Solution

Solution

Together with two legendary German rappers, Jägermeister broke musical conventions and released the shortest hip-hop album ever: 13 tracks – each exactly 15 seconds long, just like an Instagram Story.

But we didn't stop there! Something the world hasn’t seen before always leads to questions. In order to answer all of them, we dropped a documentary that explains the process behind the one of a kind music pieces, showing the creative challenges faced during the creation of a whole album that is just about 3 minutes long.

The album
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Result

Result

The experiment brought us far more than numbers and awareness. With the shortest hip-hop album ever, Jägermeister has proven that no matter how short a song is, music will always remain a fundamental part of our (night-)culture – even if it’s as quick as having a shot.

Key Results

500k Plays within the first 24 hours

13 Mio reach

+24% Brand relevance in a music context

The docu
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