Duet Roulette

Duet Roulette is a TikTok LIVE series that pairs major stars with next generation music creators on the platform.

Client
TikTok EMEA
Jan 2019 — Dec 2019

Contribution
Creative Direction

Awards
Nominated for the Drum Awards: Social Media.

Duet Roulette
Where tomorrow’s rising creators gets to duet with the artists of today.

We launched a new challenge, #DuetRoulette, to discover the best emerging music creators by pairing major stars with next-generation talent in a series of TikTok LIVEs. We developed the show format, wrote the segments, directed the livestream, and managed all production.

The challenge let every TikTok creator duet with prominent artists such as Ashnikko, Aitch and KSI. To enter, creators submitted duets with the artists’ videos for a chance to be featured in the live show. During the broadcast, a selection of the artists’ favorite duets appeared on stage, and with the spin of the roulette wheel, creators had the chance to perform live.

Each episode sees an artist meet 3-5 TikTok creators who have prepared a special remixes or covers, inspired by one of their latest tracks.

Season 1 of Duet Roulette neared an average of 100 thousand unique views per live stream episode, saw 150 million impressions for #DuetRoulette, and is hoping to become a well-known format for artist as they do their media rounds ahead of album drops and tours.