RINA TV 🧡
bringing rina sawayama closer to her fans through video
Goal: Meaningful connection
Rina and I worked together closely on the conception and creation of Rina TV, Rina’s behind the scenes video series on YouTube. As an independent artist, Rina had grown a loyal following of “pixels”.
Her goal was to connect with her fans on a deeper level by lifting the shiny pop star veneer and taking them behind the scenes into the depths of her artistic process.
Rina TV became an even more important point of contact with her fans when Rina’s tour was postponed twice in 2020 as a result of the COVID-19 pandemic.
Behind the scenes video of Rina Sawayama performing on Jimmy Fallon (Rina TV)
Method: close collaboration
Light Sauce Studio (previously as We Film Things) advised on the content strategy for Rina TV and planned, filmed and edited Rina’s behind the scenes YouTube videos.
Rina and I collaborated on making the project as true to her brand and as generous to her fans as possible. We tested the content they enjoyed and analysed what converted viewers to subscribers.
I also worked closely with the team at YouTube to ensure that our videos were hitting the nail on the head, including analysing our stats, making use of best practices on the platform and testing YouTube’s newest features and releases, sometimes when they were in beta testing.
Behind the scenes of how Rina Sawayama wrote her hit single “STFU” (Rina TV)
Results: Exponential Growth and Connection with fans
In the year that we worked together on Rina TV, Rina’s YouTube subscriber count grew by over 600% (approximately 250,000 subscribers).
Rina TV videos were the top five videos on her channel responsible for conversion of viewers to subscribers during that time, as opposed to her music videos, which were very successful in terms of views but were (and continue to be as at 2022) outranked by Rina TV videos in conversion rate.
Rina TV videos also attracted genuine conversations in the comments, with videos getting up to 2000 comments.
Rina TV videos brought meaningful connection between Rina and her “pixels” through the pandemic, at a time when connecting with fans was so difficult, but much needed.
BTS of the “XS” music video