We Built This House

04. Jul 2017


  • — The Project

    LADbible and All 4 partnered up to create the world’s first Instagram Stories premium music documentary, ‘We Built This House’. The series is inspired by I Was There When: House Took Over The World, a two-part series for Channel 4’s online service All 4.


    The documentary charted the birth of House Music, from its origins in Chicago through to its takeover of the UK club scene and pop charts. It stars music icon Nile Rodgers and house music legends Marshall Jefferson, Jesse Saunders, Chip E, Steve ‘Silk’ Hurley, Honey Dijon and many others. The show was directed by prolific documentarian Jake Sumner (Fantastic Man, The Plastic Age, Tracks)


    ‘The LADbible community is passionate about music and culture and we’re thrilled to be partnering with Channel 4 to deliver ‘We Built This House’, an Instagram original series that fits with our audience’s digital consumption habits. Instagram stories offers a unique way for us to communicate narrative-driven content that feels immersive, snackable and unique.’ -Stephen Mai, Head of Marketing, Brand and Design

  • — Results

    – 11 Million Total Reach

    – 7.7 Million Total Video Views

    – 12 Thousand Article Views

    – 1 Thousand Poll Votes