Rapper Pusha-T and 1800 Tequila have recently teamed up to create an album which includes Pusha and 10 aspiring hip-hop artists, each featured on a song. The project is called “:1800” and includes an 1800-second long video with all music produced with the chosen rappers. The artist and brand formed a team to create a win-win opportunity. 1800 Tequila would receive brand recognition and a way to show what it supports, and 10 un-signed artists are given the chance to write music to be released nationally and produced by a record label (on top of a song with Pusha-T, of course).
The agency Exposure pioneered the strategy of this concept, calling it a branded artist-discovery platform. 1800 had Pusha-T look for and select these aspiring artists, which I think is a really cool opportunity for everyone. Hip-hop fans are given something special from one of the best in the industry AND are able to discover new artists they may like. 1800 gets recognition and eyes on them for it. These artists are given a shot at their dream. Pusha-T is able to give back to the industry make music with 10 people of his choosing. And at the end of it all: a release at Sony Hall in New York City with all 11 artists performing the new songs live.
The success of the project for 1800 is still in the working, but the album release was given all eyes, with 1800 taking a back seat in the initiative. To me, it seems like more of a sponsored project than an 1800 Tequila campaign/advertisement, but at the end of the day, they were allowed as much control as they wanted, and were able to establish their brand with something that would gather excitement, views, and show their audience what they wish to support
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