UMA teams with creative agency PHD for Troye Sivan clip

Universal Music Brand Partnership led a creative collaboration with singer, songwriter and global star, Troye Sivan in conjunction with Hewlett-Packard and agency PHD Content for Troye’s debut mini-album WILD.

The collaboration with Troye and HP was underpinned by the creation of his music video trilogy to accompany the WILD mini-album, with an HP Pavilion x360 convertible PC integrated into the second instalment of the trilogy, Fools. The world premiere of ‘Fools’ was at YouTube FanFest in Sydney on September 11 where lucky fans got to see the music video at the HP experience zone prior to is global release. Troye also filmed exclusive vlogs for HP from his first festival experience at the famous Lollapalooza in Chicago.

WILD debuted at #1 in Australia, #5 in the US and UK and #3 in NZ, after topping digital charts across the world in a staggering 57 countries.

With his audience of 3.5 million subscribers on his native platform of YouTube, backed by over 2.9 million Twitter and 2.7 million Instagram followers, Troye Sivan’s personal aesthetic is at the visual forefront. Those followers have watched, approaching a staggering 200 million times, a genuine recount of the development of a young man as he navigates the entry into adulthood and pursues his musical vision. Troye is a multi-faceted pop culture artist. Last year, Time Magazine listed him among “2014’s Most Influential Teenagers” while Billboard named him alongside 21 of Music’s Hottest Young Stars under 21.

The poignant video for ‘WILD’, the first in the ‘Blue Neighbourhood’ trilogy,was directed by Tim Mattia (The Dead Weather, Coasts, Deap Vally) has already garnered over 4.4 million views since release. The first part of a three piece narrative created by Troye, ‘WILD’ explores a relationship blossoming in childhood alongside the challenges of everyday life. The eagerly anticipated part II video for FOOLS will be unleashed globally on September 25 at 11pm AEST.

“Collaborations between artists and brands can help inspire and empower today’s youth to follow through with their creative ideas. With Troye leading the way in terms of content that engages a broad audience, and HP technology that assists in driving creativity, this campaign promises to have a meaningful impact on millennials,” said Roddy Campbell, General Manager Brand Partnerships at Universal Music Australia.

"Today's youth increasingly desire products that allow them to express themselves in different ways," said Darren Needham-Walker, Head of Marketing, Printing and Personal Systems, HP South Pacific. "HP's portfolio of consumer products have never been better suited to this way of life, and most importantly, empower users to push the boundaries of creativity."