Engaging youth culture beyond the dancefloor

Boiler Room reached 63 million people a month in 150 countries, but almost all of it was about the music. It needed a credible way to talk to its mostly Gen Z and millennial audience about the issues shaping their lives outside the club.

We widened the platform's editorial remit to take on bigger cultural conversations. Working with marketers and in-house creatives, we added topical streams on Brexit, Black Lives Matter and the future of UK nightlife.

We also refreshed the social and playlist strategies and commissioned Boiler Room's first print zine, giving a digital brand something people could hold.

The audience got closer to the brand. One live stream on the future of UK nightlife was watched by 5 million people and played a direct part in saving Fabric from closure. Boiler Room became a voice for its community, not just a soundtrack.