EA and JvM Nerd Create Streamer Pop Band for Apex Legends Song
– 2 min read
In a new campaign for Season 22 of Apex Legends, Jung von Matt Nerd has created the pop band 'Die Hit-Jäger' in collaboration with We Are Era, TakeTV and Electronic Arts. Consisting of four streamers, the band is designed to appeal to both the gaming community and pop culture fans, especially in Germany.
To promote Season 22 of Apex Legends, Respawn Entertainment and Electronic Arts are breaking new ground. The pop band 'Die Hit-Jäger' has been created with German streamers and their pop song (aka 'Pop Schlager') 'Schockwelle', including a music video. It was created to inspire both the gaming community and fans of pop culture. The campaign was developed by Jung von Matt Nerd in collaboration with We Are Era and TakeTV.
At the heart of the campaign is a piece of music composed live by four well-known streamers: Inscope21 (2.75 million subscribers on YouTube), UnsympathischTV (2.77 million subscribers on YouTube), StarletNova (275,000 followers on Twitch) and Danergy (1.15 million subscribers on YouTube). They streamed live from a professional music studio via Twitch and actively involved fans in the creative process. The decision to use a 'pop-schlager' style was deliberately targeted at the German market, 'because this style of music perfectly reflects both the humour and energy of Apex Legends and highlights the game's uniqueness,' says JVM Nerd. TakeTV produced the music video and tingilya.cosplay created the costumes.
Toan Nguyen, founder of Jung von Matt Nerd, is pleased with the approach and the message it sends: 'Too often gaming campaigns in Germany follow the standard F-scheme, a trailer here and a Let's Play there. Only a few really try to build up their own brand portfolio. The fact that EA and Respawn are breaking new and bold ground with us fills us with motivation and pride.'
The team mainly responsible for the creation was André Price (Managing Director Creation), Harshitth Manickaratnam (Concept & Art), Florian Kleiss (Concept & Copy), Jasmin Pfeiffer, Jan Zubrod and Ivan Lozic (Project Management) as well as Natascha Wiedenfeld (Senior Growth and Partnerships Manager | Streaming & Gaming) and Fabio Bischoff (Campaign Manager) from We Are Era.
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