/// summer 2016
I'm a creative director at HEADS Music, working on Wyclef Jean's artwork and marketing strategy. His single, "Hendrix," premiered June 17 with a campaign that included guerrilla marketing, a video release, and a listening party.
The week before release:
White guitar picks were packaged in dime bags and dropped around shops and magazine offices in soho and the west village. Each bag was decorated with Wyclef's signature and the release date of the song.
6.17, Release day:
To celebrate the release of "Hendrix," a listening party was thrown in The Hamptons, aptly named the HEADS Music Hampton Retreat. We designed a getaway aesthetic with a plane ticket invitation, beachside mansion, ZICO partnership, and a performance by Wyclef.
The experience also included personalized passports for each guest, with information about his upcoming project and social media handles.
Artwork design concept:
In "Hendrix," Wyclef explains his choice to turn to music over drug dealing when he was growing up. The artwork took on that sentiment and displayed guitar picks as cocaine to show how music became his outlet from drug dealing.
6.22-25, 100K listens:
Within the first 8 days of release, "Hendrix" got 100K plays on Apple Music (6.22) and Spotify (6.25). To celebrate this milestone, we made callouts from white powder and dime bags to promote in social.
6.27, Larry Wilmore:
The artwork was featured on The Nightly Show with Larry Wilmore, but altered to be more family-friendly.
9.29, Music video release:
The "Hendrix" music video premiered on WorldStar Hip Hop, wrapped with our skin design, and introduced with a trailer, followed by the full length. The trailer generated 46K views the first 24 hours, while the full length video pulled in 2 million plays the opening weekend.