Wow, this is really a unique way to gift someone. I really like the idea. though I don't have any musical knowledge. But I can use another technique. But it gives me some idea. Actually, I am thinking that December 16 is my brother's birthday. And I was thinking of gifting him bitcoin. But I need some ideas to give him a wallet ID in some unique way. so that it looks more unique. That is why I first thought about gift cards. That's why I searched on YouTube to get some inspiration about some cool gift cards. But I noticed that gift cards are out of date.Then I thought of a gift box with some chocolate, where every chocolate packet would be a code. Though for this, I have to cut the chocolate packet, which looks weird. But music, I think, is the best way. Though I can't make music, I got the idea that I would download a birthday wish tune from Google. Then after creating the wallet, I voice over the words from Google Sith girls' voices, then I add them one by one in the music. Then I sent it to my brother for his birthday as a music tune. This would be great, right? Yeah, it will be cool. Thanks for sharing, I've got a cool idea.

Though congratulations in advance for that person who will win this btc. If there had any reward.

This is definitely a great marketing ploy and as many members have said , do we know if it’s genuine 
Interestingly though this was done in an album last year

https://www.reddit.com/r/Bitcoin/comments/ghsem7/a_puzzle_to_celebrate_the_halving_solve_it_to_win/

https://decrypt.co/28671/bitcoin-is-hidden-inside-this-music-album-no-ones-found-it-yet

Direct quote - “Hello fellow Bitcoiners! I have hidden the seed to a wallet containing ~0.03 (+ 0.02) BTC inside of my latest album. (It's not much, I am a robot of simple means). Solve it then sweep the keys!” the creator of the puzzle, known as “logic_beach,” wrote on May 12.

Apparently the puzzle was solved by an anonymous person ? I suppose we’ll never know if it was genuinely claimed by a puzzler or by the promotor themselves ?

That's a heck of a prize for such competition. Really?, a private key to find from a music clip. This is a hard one to find though if you ask me 1btc is not a small amount for a reward like me. If I ever won that kind of amount then it's a lot of money once converted to fiat.

Most probably, looking at the youtube videos, is has 271k views already.

I don't know how google algorithm and analytics works but it seems he has making some money just on the views alone, so yeah, it's very effective.

They all are under the guise of "anonymous" donor and for sure the winner could be "anonymous" too.

This is the winning address: bc1qpuaqektgjqe2zsh7m0qg5edxa4h5mkfex22pfr
It holds ~0.75BTC which is the correct amount since 25% is supposed to be sent to a charity organisation. The funds haven't been moved yet!
But you are right, a signed message is a must to prove ownership of the address and to leave no room for doubt.

I went through their subreddit and it looks like few words of the seed have been revealed already with a video explaining how to find them.

If anyone is interested in this kind of puzzles, you'll find more on this subredit: r/bitcoinpuzzles

I found this to be a great idea to spread the word about Bitcoin with music this guy is making, and I don't understand why some people are acting smart saying that this is fake giveaway and they never went to check that there are sponsors for this competition and that participation is FREE for everyone, and all you need is to find 12 words.
This guy is actually a public figure and we know that people are actually finding hidden words, so if you can't solve the puzzle or if you didn't try it than please shut up about this and write somewhere else.

A good marketing strat, I should say, though people who would listen to the music would probably be there for the reward and not mainly the music, but who knows? Maybe after a while they get to feel the vibe of the music  and appreciate it and the artist, too? Such kinds of puzzles are really fun and engaging IMO, and it's great that some people are really taking their time crafting one.

With regards to the 'proof' that everyone's asking, I agree that there should be some kind of a proof that there really is a prize to be had if the code is cracked. I mean, it would be bad press if there's nothing in there, and might even destroy the guy's image, too.

Funny thing is that this way of marketing can easily come back to bite them in the behind. We already had a couple of cases like this where the company tried advertising their shitty services with a fake puzzle and soon after they were known as the scammers!

In my country there are A LOT of Instagram giveaways, usually done from celebrities. They use some sort of provably random number generator which searches all the comment section of their post and chooses the winners. They do this live and once a winner is chosen, they make an appointment with the winner showing that he/she indeed received the promised rewards, which is also broadcasted live. They don't give themselves thousands of euros or iPhones etc. All these gifts are given to them from companies which need desperately to be advertised.

Sure, they can lie to you. They may did not use a random number generator, but a changed-software which was programmed to return some specific users, instead. Some relatives of them. Have you thought, though, what will happen to their reputation if someone found this out?

I bet that they'll act ethically and do a legit giveaway, due to the discouragement of doing otherwise. But, in the case of this music clip, there are so many reasons the organizer is encouraged to cheat you.

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My experience with treasure hunts: Re: Bulltardia, A bitcoin fable. What were the results? Loss of time, money and I was anxious during the entire time.