Powerful Marketing

It aired for the first time in the UK overnight and it is one powerful piece of music and video. 

In a master stroke of marketing and branding for BBC Music, it see's 27 music stars line up to sing just one line of Brian Wilson’s God Only Knows.

From Elton john and Stevie Wonder, Pharrell Williams to Dave Grohl, Chrissy Hynde and even Lorde – all perform in the unique version of The Beach Boys' classic song.

What radio group wouldn't kill for star power reach like this?

The project was two years in the making and will feature on all BBC Channels in the UK.

God Only Knows will also be released as a single, with all profits going to the charity Children In Need.

They are expecting its audience will hit 50 million people, but with it about to hit social streams, chances are it will go way past that.  It is a superb video and worth a look below.

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You can view the story behind the entire creative process here.