AB has been bringing people together around music for decades. But how do you reach the younger audience that lives on TikTok and Instagram? Enter Hurae. We went on a mission with AB's social team: to come up with formats that work, create content that sticks, and devise a strategy that really appeals to young people. Not in an ivory tower, but side by side with the creators of AB.
What started as a collaboration between two teams quickly grew into a small, close-knit community of creators. Creatives from AB and Hurae found common ground in their shared love of music, content, and impact. From that connection - that mutual trust and creative chemistry - we built formats and stories that resonate with a larger audience. Because to appeal to a real community, you first have to be one yourself.
Creators were coached, content was conceived and produced live, and a shared language grew through a content bible and workshops. AB Sessions and Locker Room Sessions were given a makeover, AB's broadcast channel was used as a tool for community building, and a feasible system was set up for TikTok content.