o2 Music — What's NXT Series

Overview

"WhatsNXT" was developed as a recurring video format for o2 Music, spotlighting

the next generation of German music talent. The challenge: to position the brand

as a credible part of music culture within a Gen Z audience through authentic

insights into the lives of emerging artists.

The Concept

"WhatsNXT" follows a documentary-style "day-in-the-life" principle. Rather than

conventional advertising aesthetics, the focus is on a mobile-first visual

language — intimate perspectives and artist voice-overs create emotional proximity

and credibility. The format bridges brand identity with authentic artist storytelling.

Key Achievements

• Artist Curation: Strategic selection of talents with high cultural relevance

for the Gen Z target audience.

• Creative Direction: Development of the narrative structure and visual guidelines.
• Production Lead: Overall management of execution and ensuring brand DNA

consistency throughout.

• Editorial Logic: Integration of individual portraits into a consistent

channel strategy for @o2musicde.

Impact

"WhatsNXT" established itself as a successful content format with strong organic

reach and above-average engagement rates. The series strengthened o2 Music's

positioning as a credible supporter of young talent within the German music scene.