Putting on young artists and creators is in Sprite’s DNA. And in the midst of a global pandemic, young musician’s were missing out on an important rite of passage: being an opening act. So, we created Live From The Label.
Live From The Label was 3 Live-streamed hip-hop concerts accessible to everyone through their Sprite Bottles.
Since every artist starts as an opening act, we teamed up with 3 big names in hip-hop Latto, Saweetie, and Jack Harlow.
We announced 3 live-streamed shows from venues where they were once opening acts.
Then Latto, Saweetie, and Jack hand-selected 3 up-and-coming Sprite-way artists to mentor be their opening acts for the shows.
Latto’s opener Chlo the God preforming at SpaceCondo Live in Atlanta.
Latto’s performance at a venue where she got her start, SpaceCondo Live in Atlanta.
Saweetie’s opener, Summer Valentine’s preforming on the rooftop of the Roosevelt Hotel in LA.
Saweetie preforming at the Roosevelt Hotel.
Ryan Trey, Jack Harlow’s opening act preforms at the Masquerade in Atlanta.
Jack Harlow preforms on the stage of one of his first big shows, the Masquerade in Atlanta.
Each show was hosted by hip-hop journalist Brandon “Jinx” Jenkins.
At each show he sat down with the artists to chat with them about the Live From The Label experience, the importance of being an opening act, and mentoring young talent.
We did more then put on young musicians. The headliners hand-picked 3 young designers to create exclusive merch collections for each show.
Latto Merch by: @jazonvinylart Saweetie Merch by: @instagrandmaw Jack Harlow Merch by: @shauntanamo
The results were pretty great too. Check out the case study below.
Live from the Label generated 3,012,707 impressions across the microsite, email and SMS. Earned over 15,000 opt-ins to SMS and email reminders. Had a total of 931,130 QR code scans and page views. And PR generated 3.67 billion+ earned media impression and secured 408 placements across online/print/broadcast/social media channels.
“Sprite: Live From The Label”
ROLE: Senior Art Director
Senior Copywriter: Katie Johnston
Creative Director: Christine Santora
Creative Director: Matt Mulvey
Designer: Henry Jinings
Producer: Kiara Hidalgo
Producer: Chris Gonzalez
Agency: Wieden + Kennedy
Show Graphics: Max Friedman
Production Company: Tool