When Sounds Collide
Genius partnered with Burberry to create a program that generates awareness of the TB Monogram collection through a performance featuring Snoh Aalegra and Doctor O covering Usher’s classic summer hit “U Remind Me”. The program emphasized the theme of summer and celebrated the classic with a modern day twist.
The goal of the campaign was to champion the TB Monogram through a digital music performance while emphasizing the theme of summer.
I served as the lead producer for this integrated campaign that consisted of the following; editorial announcement of campaign launch with an editorial essay exploring how sounds have clashed over the past 20 years to create a genre-less future of music, a social media trivia IG story serving as a performance tease, product/brand integration into the content, custom performance video with social shoulder content, and images of the talent published to social wearing the TB Monogram collection.
Custom Video Content
This is the “Live Performance” video with Snoh Aalegra covering Usher’s chart-topping classic summer smash, “U Remind Me” alongside producer and keyboardist, Doctor O. The performance was filmed outdoors at Wright Ranch Malibu and drew inspiration from summer as well as Burberry’s TB Summer Monogram campaign. Both Snoh and Doctor O wore pieces from the TB Monogram collection.
The An Artist’s Love For Summer social shoulder video featured an interview with Snoh Aalegra where she spoke about her favorite summer memories growing up in Sweden and as a musician.
Custom Editorial Content
The campaign launched the When Sounds Collide program with a custom article announcing the Genius x Burberry partnership with details around the performance. The campaign also included a feature examining the erasure of boundaries and genre labels within the music industry and how this shift has given rise to new and more experimental projects.
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Announcing Genius x Burberry: When Sounds Collide
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When Sounds Collide: How Music Became Genreless
Custom Social Content
An Instagram Story was created to build excitement for Snoh’s special performance covering a classic summer song. The story prompted the audience to rate (5) classic summer songs, including the performance song (“U Remind Me”) using Instagram’s sliding scale tool. The content also teased to the performance launch on YouTube. The final card asked the Genius audience what their favorite summer song is.