K atie c ouric

Collaborating
Collaborating with the right people helps build and foster your audience. If
you’re a musician, you can offer influencers free use of your music for their
videos. If you’re a model, you can contact every big Instagram
photographer in your niche and tell them that you’ll work on their next
brand campaign for free. If you’re an athlete, you can collaborate with other
athletes. For example, pro surfer Coco Ho and her boyfriend, professional
snowboarder Mark McMorris, often posted about each other on Instagram
and Facebook, which built and drove each of their respective audiences to
each other’s social channels. YouTube success is always greatly enhanced
by collaboration and pushing fans toward each other (we will dive deeper
into this in 
chapter nine
).
To make these relationships thrive, it’s all about social dynamics. Create
partnerships that are mutually beneficial on both sides. Use strategic
collaborations and partnerships to fuel and grow your brand.
Dua Lipa / Hyatt Collaboration
Erick Brownstein, president and chief strategy officer at Shareability,
worked on an award-winning collaboration between singer-songwriter Dua
Lipa and Hyatt Hotels Corporation.
1
Hyatt came to Shareability explaining
that they had wanted to do something related to music for a long time but
hadn’t found the right act. Shareability suggested underwriting the music
video of a cool, up-and-coming artist. In exchange, they’d shoot the music
video at one of the Hyatt locations that they wanted to promote. The hotel
would be the backdrop and the context for the video. And they’d shoot a

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bunch of behind-the-scenes content in the hotel that could be launched on
Hyatt’s YouTube channel.
Hyatt went forward with the idea and chose the Confidante Hotel in
Miami Beach. As part of the Unbound Collection by Hyatt, where
trendsetting boutique and independent hotels team up with Hyatt
management, the Confidante isn’t actually a Hyatt-branded hotel, but
corporate wanted to appeal to a younger demographic, so it was a good
choice. Shareability chose to work with Dua Lipa, who was just starting to
take off. She had international appeal and was attractive to a young
audience. They approached her, told her the plan, and she agreed.
The first three seconds of the “New Rules” music video is the only part
that shows the whole hotel and its name. And then each scene of the music
video takes place in the hotel—the bedrooms, the hallways, the pool, the
restaurant, and the cabana. Shareability made sure to give the viewer the
whole hotel experience.
“New Rules” currently has nearly 1.2 billion views. Lipa’s popularity
went soaring from thirteen million streams a month to four million a day.
The video completely exploded her career. And the behind-the-scenes
footage currently has more than twenty million views on Hyatt’s channels.
This collaboration was highly beneficial for both parties. Hyatt is
recognized now by the labels in the recording industry as the perfect partner
to work with for new artists. Hyatt and the Confidante have also since been
featured in articles in music magazines as big as 
Rolling Stone
and
Billboard
. And every article about the successful music video mentions
“Dua Lipa at the Confidante Hotel in Miami Beach.” The hotel has received
incredible exposure as the costar of the video.