Clio Music Grand Winners: The Weeknd's 'After Hours' Campaign by Republic Records

The multimedia blitz put the album at the very center of culture

Clio Music Grand Clio: Integrated Campaign
Entrant: Republic Records
Brand: XO / Republic Records
Campaign: "The Weeknd After Hours Album Campaign"

Republic Records crafted an album release like no other for The Weeknd's After Hours, combining music videos, digital activations, live performances and more, culminating in a culture-defining smash hit of a record whose numbers speak for themselves—10 billion global streams, including the top track globally on Spotify for "Blinding Lights." The work also propelled Republic Records to be named Clio Music's Label of the Year. 

In the video above, La Mar Taylor, creative director at XO, unpacks the campaign for us. And below, check out the case study.

See more Creative Brief videos with the 2020-2021 Clio Music Grand winners as we roll them out over the coming week. And to see all the winners, including gold, silver and bronze, visit the winners' gallery.

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Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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