Building on Honda Stage’s deep foundation of celebrating emerging artists and bringing exclusive music content to fans, Honda & Billboard set out to produce the first-ever original collaboration to debut as part of the program.
Given we were creating a completely new song, our greatest challenge was swiftly navigating licensing clearances with various legal parties and rights holders to ensure we could debut the unreleased song for launch. Not to mention, we were coordinating between two artists' teams and schedules to produce the content and record the song during GRAMMYs week!
It was worth it given the new song, "Flex My Soul”, was exclusively made possible by Honda Stage. This exclusivity and strategically aligned media support allowed us to drive maximum engagement with eager music fans across all program content, including the Live performance, Behind-The-Scenes interview, and Switching Gears gamified capsules.
The results were incredible! The topline results for Billboard’s distribution of this project features a +497% over delivery on impressions and a +111% over delivery on video views.
Billboard’s quantitative results:
Views: Honda Stage's first-ever custom collaboration featuring Davido and Lila Iké delivered over 15.86M video views, driven by their Docu- style videos sharing their inspiring life stories across Billboard and talent handles.
Enagements: The Honda Stage content, led by Davido and Lila's dynamic performances, sparked over 1.31M engagements across social platforms. This exceptional engagement rate of over 10.7% surpassed the Billboard benchmark by a staggering ten times, demonstrating the campaign's effectiveness in capturing audience attention.
