3 music videos, co-created with the power of the fans #withGalaxy
During the pandemic, asian hate surged.
We responded: Samsung and 88rising, an Asian American music label, united to create a space for celebrating culture and roots. Artists and creators engaged in a meaningful dialogue using on Instagram, TikTok, and YouTube, inviting fans to co-create 3 music videos from the Head In The Clouds III album, proudly showcasing their cultural heritage through photos and videos that made it into the music videos by tagging #withGalaxy on Instagram.
NIKI | “Split” | The worlds you’re split between.
BIBI | “The Weekend” | Your style reflects your culture.
YlLONA | “Don’t Go Changing” | Your cultural roots.
The collaboration extended beyond music videos, featuring a music festival and a B side “album” on Spotify with artist and fan interviews, hosted by Dumbfoundead.
Yolana Garcia,
“Don’t Go Changing”
BIBI,
”The Weekend”
Niki,
”Split”
CLIENT: SAMSUNG | AGENCY: R/GA NY
james dick // director | sasha shor // gcd | olivia simone // acd | babo schokker // acd | nyomi warren // design | thomas huerta // content studio | madeline larocca // account lead | pegah boroshan // account | melissa don // content producer