Deutsche Telekom’s award-winning music marketing program “Electronic Beats” was founded in 2000. It quickly became an institution that teamed up with industry superstars like Gorillaz, New Order, or Billie Eilish – the rest is history.

The challenge: take their legacy to Gen Z. We launched a TikTok channel, collaborative talent content on Instagram and the world's first Metaverse venue on Roblox.