After two rescheduled dates for what was going to be Swedish artist Newkid’s first arena gig, we needed to find a way to re-activate the buzz around the event, as well as promote his new single. After watching two international superstars (Rosalía and Camila Cabello) craft the most amazing TikTok livestreams the world has ever seen, we realised that we had the perfect opportunity to be the first to bring a production on that level to Scandinavian TikTok. Being a prominent live performer with a momentum that has been building for years and finally exploding during the pandemic, Newkid was the perfect fit.

In addition to that, we also wanted to give Newkid’s core fans some context and keep building the relationship with them, so we decided to document the whole process and make a documentary about the concert and all the preparations. The documentary was streamed live two days prior to the concert.

Our primary vision was to have two Nordic firsts: 1) The most ambitious livestreamed concert on TikTok (Nordics) ever; 2. Scandinavia’s first exclusive TikTok documentary.

We spent five months planning the shoot and documenting the process. Newkid re-produced all the tracks on his latest album, Vi, something he has never done before. We shot the concert during two days and edited the documentary as we went along.

With the help of truly remarkable support from TikTok, we started rolling out trailers, behind-the-scenes material, ads and banners a couple of days prior to going live. On 12th September, we went live with the documentary. Closely monitoring stats and getting insights directly from TikTok, we were able to tweak some crucial details and reach some truly amazing results when the concert went live two days later. That same Friday we released Newkid’s new track, peaking at #1 on TikTok’s trending list.