H&R Block
Responsibility Island | Music Supervision + Catalog Licensing
Project Overview: H&R Block needed to connect with Gen Z in a way that was engaging, unexpected, and—most importantly—effective in driving awareness and action. The solution? "Lit Island"—a reality TV-inspired branded entertainment campaign where unsuspecting contestants thought they were headed to an epic party, only to find themselves on "ResponsibiLITy Island." The only way off? Learning how to file their taxes.
Our Role: As the strategic music partner and music supervision team for the campaign, JB Music Group played a critical role in shaping the sonic experience of "Responsibility Island." We provided 20+ of our own catalog tracks, carefully curated and licensed for use in the ads, trailer, social content, website, and mini-series. Our goal was to enhance the high-energy experience to support the storytelling and drive emotional engagement.
Why It Worked: A strong creative vision from our partners at Piro brought "Responsibility Island" to life through compelling storytelling and dynamic engagement. JB Music Groups music supervision and diverse catalog ensured the selection of tracks elevated the experience, enhanced key moments, and deeply resonated with Gen Z audiences.
Results:
- + 21% increase in unaided awareness
- + 154M earned media impressions
- + 8% increase in DIY tax filers
Most successful branded entertainment campaign in Roku’s history – A testament to the cultural relevance and engagement of the campaign.
With the overwhelming success of "Responsibility Island," H&R Block brought the campaign back for a Reunion Special—continuing the fun, learning, and, of course, the music. JB Music Group once again provided the soundtrack, ensuring continuity and an elevated experience. We're proud to have helped amplify the campaign’s reach across digital and social platforms, increasing awareness among Gen Z.
