Since Google bought YouTube in 2006, the service has been trying to integrate many kinds of subscriptions and financing systems to the platform to coexist parallelly with its advertising strategy. Simultaneously, the company has decided to build a larger share of music users with services like Google Play Music and other not so successful formulas like YouTube Red and YouTube Premium. To distill this messy panorama of musical options and design a feasible service to be able to compete against Spotify or Soundcloud finally, Google has presented YouTube Music. The service takes advantage of the vast amount of creators and record labels hosted on YouTube and introduces a monthly subscription to get unlimited and offline content from the platform.

"It's a Match" is an advertising campaign designed as an interactive sound and visual installation to introduce the new platform to the city.