Singer Jhené Aiko fronts Belvedere and Noisey campaign

Belvedere Vodka has unveiled a new “experiential” campaign that aims to inspire music fans to discover new artists, featuring American singer-songwriter Jhené Aiko.

Jhené Aiko examines music and its cultural impact in Belvedere’s new campaign

In partnership with Vice’s music channel Noisey, the Belvedere x Noisey: Behind the Scene campaign puts Aiko and producer A-Trak centre stage to examine music and its cultural impact.

Through a three-part video series, each artist will explore a relevant ‘Scene’ including hip-hop meets fashion, new soul and R&B, and the rise of electronic music.

The campaign will be brought to life at music festivals, with each artist selecting an up-and-coming artist to take the stage.

Aiko chose Peruvian R&B singer-songwriter A.Chal to perform at SXSW; A-Trak chose DJ and producer Kittens to perform at Ultra; and Future selected DJ Esco, his long-time collaborator, to perform at Coachella.

“Music has always been a core part of the Belvedere DNA – we have a rich history of supporting and spotlighting some of the world’s most celebrated musicians,” said Charles Gibb, president of Belvedere Vodka.

“Noisey is the most innovative, original voice in music culture and we are proud to partner with them to showcase a collective of both established and trailblazing artists making an impact on music today.”

Carlos Zepeda, VP Belvedere Vodka, US, added: “We’re not only spotlighting some of today’s hottest artists, we are also working with them to identify emerging talent to bring to the forefront and introduce to new audiences – something Noisey is commended for.”

The campaign is comprised of original video content, live performances, and artist-curated playlists, and can be found at www.Noisey.com/BehindTheScene

Check out the first video below.