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12 Million Views in 5 Segments : French Singer Clara Luciani’s Winning Run on France Inter
As they do every Christmas, radio stations are adapting their schedules to reflect the season: gastronomy, gift ideas, music, special guests, etc. This year, for example, french radio RTL offered daily 30-minute programmes to Mika and Louane.
For its part, France Inter has chosen to entrust a daily Music & Co segment to Clara Luciani, with a different guest every day. Five days, five segments. Five guests. Five songs. On socials, the show has generated over 12 million cumulative views across all accounts.
How does it play out on air ?
Music & Co is a concept for a music segment broadcast during the holiday period on France Inter. The idea is simple: an artist talks about a song that means a lot to them, then covers it or plays it. It has been proposed with other french signers like Julien Doré, Pomme and M, among others.
This Christmas, Clara Luciani is not alone, she has a guest in each segment and … sings with them!
It’s broadcast every morning at 7.23am, it lasts about 3 minutes. Each sequence follows the same pattern: Clara Luciani introduces her guest, talks about how they met, sets the scene, chats a bit, then the two perform a cover version together.
Over five days, the guests are actress Valérie Lemercier, rapper SCH, actor Louis Garrel, singers Pomme and Yoa.
The whole programme is available as a podcast.
And on social media ?
As far as I could see, there were two versions of each feature. The first is a replay of the sequence where the singer and her guest exchange a few words before singing. This content has often been cross-posted where possible by the radio station and the participants. Example:
And a second version focused solely on the song, posted by Clara Luciani and on YouTube @franceinter :
The first only in 9:16 video and the second also in 16:9 for YouTube.
Why did it perform so well on social media?
The product :
We already have a unique product. The usual format is based on a single artist telling a song, then performing it. Here, Clara Luciani welcomes a guest. They talk briefly about their encounter and then perform a cover version together. We have a little story that leads us to what we want to hear: the song.
On social media :
We had two entry points with two different video versions:
- a “best-of” extract that begins with the exchange. It allows the sequence to be told in the same way as it is told on air.
- a 100% musical extract. It allows us to reach an audience that is more adept at platforms and music.
These different types of content will give the initial product the best chance of going viral by testing out different ways of talking about it. Each piece of content will make people want to listen to/watch the other (or the podcast). If you want to listen to the context of the creation, you’ll listen to the podcast. If you just want to listen to the music again, go and find it on YouTube or TikTok.
Finally, we also owe this success to cross-posting with the artists: the videos are published by France Inter, Clara Luciani and sometimes even by the other artist. And their combined follower base amplifies the reach
What performed best :
The most viral video was the duet with SCH, in which the two performed a song by the rapper: “Deux mille”. On Meta, this content alone has reached 4 million views and 237,000 likes. On YouTube it has already reached 180,000 views. On TikTok: 523K on the “long version” and 2.2M on the condensed version.
One sign of the virality of content is the number of times it’s picked up on TikTok, whether from other pages or even reacts.
All that’s left for France Inter to do is sign up Clara Luciani for a 2-3-4 season (and release the ‘Deux Mille’ version on the platforms).
