So much of pop culture puts relationships front and center: We read stories about happily ever afters, listen to songs about painful breakups and lost loves, grow up watching romcoms and movies that focus on love stories. Single people who are happy being single are mostly left out of the cultural conversation, especially around Valentine’s Day.
Visible Wireless, the one-line wireless company designed for singles, wanted to give them something to embrace at a time when everyone else is looking at relationships. So this Singles Day, Visible celebrated single people by giving them a special single of their own.
We partnered with Grammy Award-winning singer-songwriter and fiercely independent voice Maren Morris, whose recent divorce from another popular singer made national news this past winter, on a unique cover single + video performance of Billy Idol’s classic independence anthem “Dancing with Myself.”
To support the cover, we produced a video performance shot in a classic Nashville record store Grimey’s, a space near and dear to Maren’s independent heart. sat down with Maren for a longer interview about why celebrating singlehood is important, and launched a 360 media campaign where Maren reminded the world how beautiful it is to dance with yourself. The soulful, stripped-down rendition of the classically punk song breathed new meaning into the song, giving fans and singles a new way to celebrate their singlehood.
We released the branded single & video on Singles Awareness Day - February 15th, the day after Valentine’s Day - and it went national. Millions of people watched the video & listened to the song, thousands of people shared (including Billy Idol) & posted about how much they loved the song, and the moment was featured in People, E!, Rolling Stone, Billboard, Us, Yahoo!, Adweek, and more national outlets. Maren loved the cover so much it became a regular staple of her concert performances throughout the summer.
