How can brands use music to overcome generational tensions?
Joanna Barnett, Strategy Director at Truant, on the power of music to bring people closer together and broaden a brand’s appeal.
The Carters
When arguably one of the most famous couples in the world go on tour, you know you want to be glued to your computer screen when tickets go live. But, for those of us who didn’t get to see Beyoncé and Jay-Z on stage, the Carters duly provided us with an alternative.
Not content with selling out stadiums and driving fans mad, they decided to release an album. Together. Entitled Everything is Love, they released the first single, Apeshit, with a beautifully captivating music video shot in the world’s largest art museum, the Louvre in Paris.
The video was directed by Ricky Saiz and sees the Carters and a troupe of dancers takeover the empty Louvre. The artwork, usually the focal point of a visit to the museum, becomes the mere backdrop to the choreography and the styling. As does the gallery floor, which becomes the dancers’ stage.
It is a powerful statement for the video to be shot in a museum that traditionally didn’t make much space for non-white artists. While the paintings and sculptures have lain static for centuries, Beyoncé and the dancers, accompanied by Jay Z’s striking rap, occupy the space with movement and music.
The nine-track collaborative album celebrates family, love and legacy and was released exclusively on Tidal, the subscription-based music streaming platform co-owned by Jay Z.
Looks like you need to create a Creativebrief account to perform this action.
Create account Sign inLooks like you need to create a Creativebrief account to perform this action.
Create account Sign in