From Australian electronic music duo Empire of the Sun in 2015 to Aussie rapper Iggy Azalea in 2016, YouTube's annual 'upfronts-style' Brandcast showcase has packed the entertainment punches over the years.
However, this year's showcase to media execs and clients, all with the aim of getting more brands to put ad spend into YouTube, was different. Taking the event to a whole new level Google managed to secure English singer, pianist, composer and all round legend, Elton John.
But why and how? Many seem to ask
In actual fact Sir Elton John's appearance isn't the first tie-up with the video-sharing giant. His performance follows a collaboration with YouTube to celebrate the 50th anniversary of Elton John and Bernie Taupin’s song-writing partnership.
Named 'The Cut' the YouTube show gave new, undiscovered film-makers the chance to create the first ever music videos for three of Elton’s most iconic songs – which never had videos made. The competition attracted global attention and entries from more 50 countries.
A panel of industry judges including Elton and Bernie themselves, selected three to be put into production, providing the winning film-makers the means to realise their visions.
The show is another example of YouTube sponsored content the firm is trying to woo brands with.
At last night's event YouTube revealed a handful of exclusive YouTube shows “all backed by advertisers” (below).
Want more from last night?
Peter Horgan on how YouTube's crisis was catalyst for change
YouTube rolls out targeting and creative variation tools
‘Be wary of academics’ IAB warns, poking at Ritson
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