EXPERIENTIAL | FILM | SOCIAL | OOH
SPOTIFY
PHENOMENAL BLACK MUSIC
To celebrate Black History Month, we created a three-day, immersive, exhibit-style pop-up in SoHo that paid tribute to phenomenal Black music & artists, and their influence on global culture.
Results
· 7,100+ total attendees across the 2.5 day installation. (+121% over estimated goal)
· 80m+ campaign impressions across ooh, paid social, display & native, and guerilla marketing
· 37.5m+ media impressions, 13 press articles, and 24 press attendees
· 20.1m+ social impressions, 142 social posts, and 46 influencer attendees.
CREDITS
Production House: MATTE Products
Research/journalist: Jewel Wicker
Art Direction: Steven Conaway, Carlo Luetto
Creative Director: Kenia Perez
Creative Director: Shannon Ross
Original concept: ShaKen Creative
An exhibit that depicted the impact & influence of Black music
Divided into 2 major pillars, “Phenomenal Songs” and “Phenomenal Women”, we told the stories behind 16 songs and 17 women. This encompassed music and artists from the past and present that define the Black experience across the diaspora.
Merch that told a story
A merch and customization section featured a bespoke 1,600-piece capsule collection inspired by the theme, designed by artists Joe FreshGoods and Jamila Okubo. A custom lightbox let guests know when the hourly merch drops were live.
Using the space to build community
The exhibit included a space for performances, DJ sets, live podcast shows, and a fireside chat with students from the NYC Department of Education. Guests were encouraged to write the names of artists they deem phenomenal on a 12x14 wall.
OOH highlighted the Phenomenal Black Artists.
Across LA, NY, Chicago, and Atlanta.
