Publicis Conseil, Prodijas and Sony Music Entertainment France join forces through an unprecedented collaboration to support the creative exploration of artistic projects by artists from urban culture.
“Hip-hop is an integral cultural movement. As a key player in the music industry, we need to make sure our brands recognize the potential. and that’s why this collaboration is so obvious.” said Marie-Anne Robert, President of Sony Music Entertainment France.
“Urban culture is the new pop culture. As a creative agency and cultural actor, we need to be at the center of the new culture. It’s a desire to explore it: Music Entertainment France and Prodigious, as Alexandra Evan, Vice President of Publicis Conseil, analyzes.
In this trio, Sony Music Entertainment France presents a catalog of hip-hop artists to support their development and recognition strategies. Publicis Conseil provides strategic expertise and Prodigious shares its unique expertise in producing creative ideas.
Co-constructive work that opens up new creative possibilities and explores new realms of expression for artists who start or develop their careers with fresh and innovative ideas.
“Today, the music and artists of urban culture are under-represented in relation to the importance and power of this culture. I think.” Added Christophe Colet, Music Creative Director, Co-Head of Art and Story by Publicis France and Prodigius.
Creative exploration of urban music and new pop culture
The world of hip-hop is an integral part of pop culture. The first creative focus of this collaboration is the production of a new video clip by French rapper Benjamin He Epps. In this title, the RCA label artist talks about his fears and doubts about seeing their future for himself. Environmental, economic, diplomatic and health crises leave their generation with a dark and fragile future. When this 25-year-old artist just welcomed his first child, the question of survival in this uncertain world has become an obsession for him.
In his video, Benjamin Epps faces the camera, aging to complete a series of poems thanks to artificial intelligence with the face of a 90-year-old man.
The video was creatively designed by Publicis Conseil and directed by market production leader Prodigious. On this occasion, he combined production strategy, craft and innovation, including using new aging techniques with his AI. Christopher Thiery, co-president of Prodigious, said: This technical feat provides and enhances the video’s creative ideas and Benjamin Epps’ powerful lyrics.
Marco Venturelli, Chairman of Publicis Conseil, also supports this approach, concluding: Some photos of the artist’s family. ”
com x hip hop
Combining art, creativity and innovative production, this partnership creates new bridges between the worlds of communication and music. By positioning themselves as cultural agents, Publicis Conseil and Prodigious push culture to the core of their DNA. As a result, they joined this rise of young talent and became the first French rappers to win a trophy at the prestigious American hip-hop music festival BET Awards.
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