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.
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.
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 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
Client: Jägermeister