BitTorrent Inc.

Reversing Stigma

BitTorrent had lost control of its brand and become a euphemism for internet piracy. To radically shift this perception, we created a program giving artists complete control over self-publishing, backed by an integrated campaign supporting Artists Rights dubbed, "Sell Your Art, Not Your Soul.”

The net results from the three year campaign was establishing an audience of 200 million while increasing positive mainstream and entertainment media coverage 1,200%, consistently aligning BitTorrent with Artist Rights.

By its conclusion, our initiative had successfully shifted the public perception of BitTorrent, setting the company up for an acquisition by Tron.