Putting on young creators is in Sprite’s DNA.
But in 2020, with music venues shutting down, a lot of young artists had to put their dreams on hold.
So for Sprite’s first promo campaign under the Thirst For Yours platform, we decided to give young musicians an important rite of passage they’d been missing out on:
being an opening act.
That’s why we put on Live From the Label: three livestream concerts starring 3 big hip-hop acts.
We teamed up with Latto, Saweetie, and Jack Harlow for 3 live-streamed shows at venues where they were once opening acts.
The series spotlighted not just the headliners, but three up-and-coming Sprite Way musicians who were taking their first steps toward becoming headliners themselves.
Mentored by the stars, introduced to their fanbases, and interviewed by our host Brandon “Jinx” Jenkins, these openers got the kind of exposure every artist needs to break through.
First, we had Chlo the God and Latto performing at the venue where Latto got her start, the SpaceCondo Live in Atlanta.
Then, Chloe Valentine opened for Saweetie at the Roosevelt Hotel in Los Angeles.
And my favorite: Ryan Trey opening for Jack Harlow on the stage where Jack had one of his first big shows, at the Masquerade in Atlanta.
At each show, our host Brandon “Jinx” Jenkins 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.
But we wanted to go beyond putting on young musicians. The headliners also 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
Check out the case study below.
Generated 3,012,707 impressions across LFTL microsites, email and SMS
Earned over 15,000 opt-ins to SMS and email reminders
931,130 total QR code scans & microsite views
PR generated 3.67 billion+ earned media impressions and secured 408 placements across online/print/broadcast/social media channels