We got Stormzy tweeting about Mozart

The challenge

National music charity Youth Music knows just how life changing a creative outlet can be for young people living in disadvantaged communities across England. But music, especially modern music, doesn’t get the funding or academic attention it deserves.

Our approach

We worked with our retained client, Youth Music, to create a campaign that provoked debate and reminded people of the power of music – no matter what the genre.

Youth Music’s Exchanging Notes report found that giving young people the freedom to create the music they want in schools helps them shine in other subjects and areas of their lives. Using the report as our hook, we wrote to the Department for Education and created a news story that called for the music curriculum to swap Mozart for Stormzy.

The results

We secured more than 260 pieces of coverage, caused a social media storm, even catching the attention of Stormzy himself, and inspired a grime performance with a live orchestra on Good Morning Britain the next day.