Strategy: Apple Music approached Baz-Art to create an artwork to use for an online and in-person media campaign to promote Samthing Soweto’s Album Launch.
Art and music involve similar processes that combine a symphony of elements to connect with audiences. Street art opens up many possibilities for engagement, with its large-format public exhibition in often unexpected places. It is about discovery, and invites the viewer to think in new ways and ask new questions. For the Samthing Soweto Album Launch, we leveraged the invitation to engage that street art provides by including a cleverly-placed QR code linked to Samthing Soweto’s music. This provided audiences with a visual art and audio experience.
Implementation: For this project, our visionary creative team brought street art and music together, connecting visually through multimedia to the sounds of Samthing Soweto’s album and to his audience. Our in-house media team used images and footage from the mural creation to drive an online media campaign around the album launch.
Samthing Soweto’s work pushes boundaries from the time he puts pen to paper until the album’s release. To reflect his avante-garde approach, Baz-Art designed the campaign in Samthing’s style: the cutting-edge design for hand-painted mural was inspired by his music and it was located it right in the heart of Maboneng Arts Precinct in Central Johannesburg.
Impact: The wall attracted daily foot traffic of 30 000 people and had a 1.5 million average in PR in the first month of traditional and online press.
Baz-Art’s creative and media teams take special care to understand our clients, collaborators and target audience. We research each project theme, artist and location in depth, and spend time developing relationships that allow us to bring together multiple forms of art that will best communicate client needs. Our experience and connections in local and global urban culture allow us to bring together the most effective and cutting-edge communication tools to bring your message to the public using art and design in powerful ways.
Baz-Art Team:
Art Director: Melissa Cucci
Project Manager: Melissa Cucci
Marketing Manager: Dennis Molewa
