{"id":25253,"date":"2022-12-07T09:51:22","date_gmt":"2022-12-07T17:51:22","guid":{"rendered":"https:\/\/presskitchen.com\/?p=25253"},"modified":"2026-01-28T09:50:23","modified_gmt":"2026-01-28T09:50:23","slug":"reddit-recap-butter","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/reddit-recap-butter\/","title":{"rendered":"Reddit Celebrates the Good Amidst Chaos in Recap 2022, with Original Music by BUTTER Music and Sound, on Ad Age"},"content":{"rendered":"<h1>REDDIT\u2019S VIDEO TRIBUTE TO 2022 CELEBRATES \u2018A BEAUTIFUL MESS\u2019<\/h1>\n<h2>\nThe annual year-end spot was created by R\/GA<\/h2>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Reddit Recap 2022\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/oKodGpg4ikg?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>Editor&#8217;s Pick<\/strong><\/p>\n<p>Reddit today released its annual \u201cRecap\u201d video highlighting moments that garnered substantial chatter on the platform over the past year. The latest iteration, created with agency R\/GA, is a nearly three-minute frenzy of memorable topics, backed by an original song, \u201cA Beautiful Mess,\u201d that also narrates the various clips.<\/p>\n<p>Moments include Will Smith\u2019s infamous slap at the Oscars, the AI-generated art craze, hit TV shows like \u201cSeverance\u201d and \u201cHouse of the Dragon\u201d and a scroll of heartwarming, viral videos. However, the year was messy as well, so the spot also highlights more serious topics, including destruction from this season\u2019s hurricanes, Russia\u2019s war in Ukraine and protests over civil rights in Iran.<\/p>\n<p>Reddit is airing the video on Reddit, of course, as well as its YouTube and social channels. As a celebration of the role that the social media product plays in people\u2019s lives, \u201cRecap\u201d is targeted specifically toward Redditers, who have showered the year-end campaign with upvotes since its first iteration in 2020. The video even calls out several Subreddit communities, such as \u201cr\/NASCAR\u201d and \u201cr\/Eldenring.\u201d<\/p>\n<p>Reddit Chief Marketing Officer Roxy Young described the video in an email as &#8220;part celebration and part \u201cthank you\u201d to our amazing communities.&#8221;<\/p>\n<p>&#8220;As with all of our marketing, it\u2019s important to us to keep our communities at the heart of everything we do and this video, which is now in its third year, is the ultimate showcase of the hilarious, heartwarming, and sometimes head-scratching moments that make up a year on Reddit,&#8221; she said. &#8220;Our aim is to celebrate and pay tribute to our users and communities who make these moments possible, and have fun recapping the year in a uniquely Reddit way. Our Recap video is something I always look forward to because it really demonstrates the wide range of reasons people come to Reddit and the different ways in which they engage across so many topics and interests.\u201d<\/p>\n<p>The original song in the video is the third that Reddit has commissioned. According to R\/GA VP Executive Creative Director, Bryan Gregg: \u201cNo one knows Reddit like Reddit. So that\u2019s where it starts. We identify the community moments that made the year, then develop our creative approach including tone and visual language that capture the magic of Reddit to develop a brief for artists. From there we get a bunch of songs from musicians \u2013 ranging in musical style and approaches, narrow it down, and work closely with them to fine tune the details of structure, textures, tone, etc. Ideally, we want to make a song that does justice to the content and stands on its own musically while staying true to the Reddit communities and brand. There are so many great songs that end up on the cutting room floor, maybe next year we\u2019ll make a b-sides album.&#8221;<\/p>\n<p>&#8220;It\u2019s not easy to capture it all in one song, but it&#8217;s important that we try. Hopefully people appreciate the look back and give Redditors, and everyone for that matter, some perspective as we move into another trip around the sun.\u201d<\/p>\n<p>\u201cRecap\u201d arrives after a busy year for Reddit. The company launched its first national TV campaign in June, then soon after rolled out its NFT platform for \u201ccollectible avatars\u201d (which received a shoutout in the \u201cRecap\u201d video). Reddit is supposedly preparing to go public, having filed with the SEC at the end of 2021, but no further measures have since been taken.<\/p>\n<p>\u201cThe front page of the Internet\u201d has also managed to avoid controversy this year, unlike social media competitors such as Twitter, Meta and TikTok. Twitter in particular, which is similar to Reddit as a destination for aggregating news, has seen a difficult year thanks to its takeover by Elon Musk and the departure of many revenue-providing advertisers.<\/p>\n<p>Young said that the video has become &#8220;hotly anticipated among the Reddit community,&#8221; which is the primary audience for the campaign.<\/p>\n<p>&#8220;When posted in r\/blog, our 2020 and 2021 videos became the number 2 and 3 most upvoted posts in the community respectively, and two of the most awarded posts in Reddit history \u2013 so the Reddit community is definitely our primary audience for this video. That said, there\u2019s always opportunity to showcase the platform to those less familiar with it and assets like this do a great job of bringing the platform to life, so we\u2019re looking forward to seeing the broader community reaction.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Credits:<\/strong><\/p>\n<p>Client:\u00a0Reddit<br \/>\nAgency:\u00a0R\/GA<br \/>\nArtist:\u00a0JDP x Coke Youngblood<br \/>\nProduced and Written By:\u00a0Coke Youngblood<br \/>\nMusic Supervisor:\u00a0Butter Music and Sound<br \/>\nCCO:\u00a0Andrew Sherman<br \/>\nEP:\u00a0Ren\u00e9e Mass\u00e9<br \/>\nECD:\u00a0Dan Zank<br \/>\nProducer:\u00a0Warren Wolfe<\/p>\n<p>&nbsp;<\/p>\n<p><em>View the original article <a href=\"https:\/\/adage.com\/creativity\/work\/reddit-video-tribute-2022-celebrates-beautiful-mess\/2456876\">HERE<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>REDDIT\u2019S VIDEO TRIBUTE TO 2022 CELEBRATES \u2018A BEAUTIFUL MESS\u2019 The annual year-end spot was created by R\/GA &nbsp; Editor&#8217;s Pick Reddit today released its annual \u201cRecap\u201d video highlighting moments that garnered substantial chatter on the&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25254,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[218,256,211,217],"tags":[1242,3257,3374,3375,255,899],"class_list":["post-25253","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-butter","category-fresh-news","category-ads","tag-ad-age","tag-coke-youngblood","tag-reddit","tag-reddit-recap","tag-butter","tag-rga"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Reddit Celebrates the Good Amidst Chaos in Recap 2022, with Original Music by BUTTER Music and Sound, on Ad Age<\/title>\n<meta name=\"description\" content=\"With music by artist 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