The TSX First Look music video program redefined how artists connect with audiences in Times Square, transforming music video premieres into immersive, real-time experiences. Through the program, major artists—including The Weeknd, The Rolling Stones, and Madonna—unveiled new music videos on the massive TSX Billboard, offering an unparalleled platform to debut their latest work in one of the world’s most iconic locations.

For the first time ever, fans in Times Square could sync their experience with the TSX app, allowing them to listen to the track in real time as it played on the big screen. This innovative program combined the scale of a public premiere with the intimacy of direct audience engagement, blending technology and artistry to create unforgettable moments.

The TSX First Look initiative set a new standard for music video launches, bridging the gap between digital innovation and live performance while amplifying artists' reach to millions of viewers around the globe. This page showcases the creativity and strategy behind building a platform that elevates music and entertainment to new heights.

Artists shared and reposted TSX First Look content, driving massive engagement and fueling the program’s virality. Social media extended the reach far beyond Times Square, connecting with millions of fans worldwide and amplifying the cultural relevance of the premieres. By leveraging the artists’ global platforms, the program not only created buzz in real time but also ensured lasting visibility, proving the power of digital integration and strategic partnerships in driving cultural moments.