Singer Jhené Aiko fronts Belvedere and Noisey campaign

15th March, 2017 by Nicola Carruthers

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.

Leave a Reply

If that's interesting, how about these?

Deep Eddy Vodka hits one million case sales

Heaven Hill Brands-owned Deep Eddy Vodka has exceeded one million annual case more...

Jack Daniel's rolls out Southern Peach RTD

Jack Daniel’s has partnered with R&B singer K Michelle to introduce a new more...

St Patrick's Day with Jameson in pictures

Irish whiskey brand Jameson invited journalists, writers, bloggers and more...

Rémy Martin unveils XO Cannes release

Cannes Film Festival's official supplier Rémy Martin has unveiled its annual more...

Cognac Frapin unveils new look for VSOP

Cognac house Frapin has debuted a new look for its VSOP expression, revealed at more...

Unmissable exhibitors at IAADFS 2017

For the final IAADFS Duty Free Show of the Americas in its current form, taking more...

The week in pictures

This week Javier Bardem took a tour of Speyside's Strathisla Distillery, more...

Tito's to plug distribution gaps in Asia

The team behind Tito’s Handmade Vodka has said its key aim around the TFWA more...

Hundreds of alcohol bottles from WWI discovered

The Israel Antiques Authority has unearthed hundreds of bottles of alcohol in more...

Top 10 tea-flavoured spirits

Tea-based spirits have come to the fore in recent years, providing bartenders more...

Oregon spirits producer buys craft bottler

Oregon-based Eastside Distilling has acquired third party craft spirits more...

SB Voices: A new age of gastronomic spirits?

As the 'molecular mixology' trend gains traction, are we about to see more...

Top 10 coffee-flavoured spirits

Coffee in hand, The Spirits Business explores the growing world of the more...

Foxhole releases second grape-based gin

Following the release of its introductory English gin in 2016, Foxhole Spirits more...

Ketel One honours golfer Arnold Palmer with bottle

Diageo-owned Ketel One Vodka has launched a special edition bottle to remember more...

Boutique-y intros gin with botanicals sent into space

Newly formed That Boutique-y Gin Company has launched a gin made exclusively more...

Chance the Rapper stars in 1800 Tequila campaign

Proximo Spirits has unveiled a new campaign for 1800 Tequila that aims to more...

Crystal Head Vodka revives 'knock-off' lawsuit

Globefill Inc has returned to court in a trade dress infringement case against more...

Sidney Frank rebrands as Mast-Jägermeister US

Sidney Frank Importing Company has changed its name to Mast-Jägermeister US more...

Distell and Stock Spirits ink UK distribution deal

Central and Eastern European producer Stock Spirits has expanded its more...