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We are an incubator for ideas, creativity and culture. 23:59 is the leading solution for brands wanting to connect with the huge global electronic music and nightlife community.

Underpinning the studio's work is the experience, commitment and values at the heart of Resident Advisor, developed over the last 21 years as the leading voice and global platform in electronic music and nightlife.

Lift LDN

RA & Nike came together to create Lift LDN; a platform to elevate the UK’s most exciting young DJs. Launched with the Air Max 720 drop, this unique event and content partnership brought together Peggy Gou alongside rising talents Danielle, FAUZIA and IMOGEN.

"Brands must produce a tangible output of enablement and care in the electronic music ecosystem. No entity within the scene understands and delivers on this like Resident Advisor: It’s written in their DNA. When we came to them with a set of intentions on how we wanted to inspire and engage key communities - Lift LDN was born. The RA team were incredible in delivering a hugely valuable moment for the London rave scene. From the unique venue to the on-point production we genuinely formed a platform that propelled emerging talent in the city."

Matt Hannigan
NRG Director, Nike

Japan’s Hidden Listening Bars

Japan has a rich culture of listening bars and audiophile venues. It’s rooted in the joy of discovering music, and listening to that music in the best possible environment - that means precision-made speakers, amps, turntables and mixers. Now, a new wave of listening bars are opening across Europe. We introduce millions to this growing global trend with Asahi Super Dry.


Breaking Through

Breaking Through is an influential A&R tool used to spotlight the headliners of tomorrow. In collaboration with WeTransfer, the future-facing series showcased the sounds and stories of the most exciting artists in the scene right now by offering unreleased music downloads alongside a multi-channel campaign that increased the visibility of each artist at a crucial time in their career.

"As a fan of Resident Advisor and having used the site for many years, partnering on the Breaking Through series felt like a very natural choice. The series showcased the power of the WeTransfer network and crucially raised the profile of amazing artists all over the world. It was a great initiative to be a part of."

Lukas Nieuwenhuijsen
Director of Music, WeTransfer

Cycle2ADE

In 2014, Resident Advisor organised the #Cycle2ADE to raise money for Bridges for Music. The cycle from London to Amsterdam was made up of 35 riders from the music industry including Midland, Chris Liebing and Jeremy Underground Paris. The cycle raised over £100,000 to build a music and entrepreneurship school in Langa, a township in South Africa. In August 2019, the school officially opened and is now changing lives through world-class education.


ORIGINS

We are all, in some way, a product of our environment. Where we come from continues to influence us throughout our lives. We went on a global journey with Sonos to discover how some of our scenes most influential artists' formative years -and their homes- shaped their creativity in our ORIGINS film series.

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Credit Name
Director, Sonos

Alternate Cuts

Small promoters with a DIY work ethic are the lifeblood of club culture. Without them, the broader scene would be adrift. Throwing parties with tight budgets and sometimes outfitting empty spaces with their own production, bars and soundsystems—their task is high-risk. Alternate Cuts is a multi-channel platform celebrating these people: the UK’s best small independent promoters.

"Absolut has always celebrated the power of creativity to instigate progress. We partnered with RA to spotlight the nightlife creators who keep their local scenes thriving. RA was instrumental in connecting us to exciting promoters and stories across the UK that resonated beyond expectations with our target audience. As partners we both champion the values of the dance music community, which is crucial to our ongoing strategy."

Jenny King
Senior Brand Manager, Absolut

GTA V

To launch the GTA V update, RA hosted the first ever in-game live stream watched by millions of electronic music fans around the world. The Black Madonna, Tale of Us and Solomun wore fully mapped suits to record their actual movements during their sets in the Los Santos nightclub - fans watched from over 30 countries worldwide.


Frequency Response

The concept behind Frequency Response is simple: three of the scenes most talented artists are exposed to a stimulus and respond with a piece of powerful music. Across three features—history, art and video—we document their creative process with AIAIAI to launch the TMA-2 modular headphone system.