Building Beats

Building Beats is a non profit organization that provides students with the structure, tools, and knowledge necessary to become creative producers who harness their creative potential to benefit their community.

The Brief: Create a campaign to increase brand awareness for Building Beats through social activations and a 30-second PSA. The goal was to highlight Building Beats' mission to provide accessible training, tools, and community support for aspiring DJs, producers, podcasters, and entrepreneurs.

The Challenge: The campaign aimed to raise awareness about the lack of diverse, equitable opportunities in music education. A common misconception is that music production, podcasting, DJing, and entrepreneurship are intimidating and require expensive equipment. The reality is that people already have the tools they need—like smartphones and laptops—and Building Beats offers the support and resources to help them succeed.

The Concept: "I Was Built Here." The PSA follows a young boy as he travels through New York City, finding inspiration in the everyday sounds around him. The bustling energy of the city sparks his creativity, representing the accessible inspiration available to everyone. As he arrives at Building Beats, the PSA conveys that the organization is the place where his raw inspiration is transformed into creative expression, thanks to the training, tools, and supportive community they offer.