ROLI - Creator Fame

ROLI is not the biggest name in music technology. But it makes something genuinely different, and in creator marketing, that matters more than budget.

The strategy was to get the product into the hands of the most influential voices in music and technology, and let them reach their own conclusions. No scripts. No forced enthusiasm. Just the product doing what it does.

ARIatHOME — Ari Miller — is the New York street musician who built a viral 55-lb mobile production rig from scratch and grew from 7,000 to over a million followers on the strength of his live performances. He was already using ROLI Piano M as the centrepiece of his set-up before we ever worked together. We filmed him doing exactly what he always does, making beats with strangers on the streets of New York, with ROLI right at the heart of it.

Julien Cohen has 7 million subscribers and a gift for the kind of moment that travels. We brought him to King's Cross station in London, set up a stage, and let him play. His cover of Rosalía's Berghain on the ROLI Piano racked up 12M+ organic views.

Mrwhosetheboss — Arun Maini, one of the UK's most-watched tech reviewers with 22 million subscribers — reviewed the ROLI Piano System, declared himself "actually so blown away", and put it at number two.

Three creators. A combined audience of over 30 million. For a brand our size, this is what punching above your weight looks like.