Campaign Strategy

The Challenge

Axe and Martin Garrix are back for round 2. We wanted to expand the artist partnership, keep it fresh for Martin's fans, all while bringing the Axe Music mission of 'Bringing People Closer through Music' to life.

The Solution

The These Are the Times music video was an ode to the most intimate moment in music: sharing earphones with someone you like. This time, we gave fans a unique opportunity to feature in the clip. We asked them to share their best earphone-sharing moments on Tik Tok and Instagram, from which Martin picked his faves to feature. Through exclusive meet & greets, a limited edition product, and even a product collab with Sony Music, we were able to bring Martin Garrix closer to his fans.