Mobile network O2 has launched a new music-focused YouTube series, Access All Areas, in partnership with digital-first production company StudioB.
The format sees six self-described superfans compete to prove their knowledge of a featured artist, with one contestant secretly playing the role of an imposter. Across a series of rounds – including trivia, performance challenges and elimination votes -participants attempt to identify the fake while advancing through the competition.
The first episode, centred on Kesha, was filmed at O2 Forum Kentish Town and is hosted by Formz. Contestants compete for VIP tickets to see the artist live at O2 Academy Brixton, with the outcome determined by whether the group identifies the imposter. If the fake fan remains undetected, they win the prize and decide who attends the event.
The series has been developed with support from Connect Management and Virgin Media O2. Episode one is now live on O2’s YouTube channel. A second episode featuring UK rapper AntsLive is set to follow.
The show is the latest example of brands using original digital-first entertainment content to engage more effectively with online audiences.
