I’ve always loved the album art for To Pimp A Butterfly by Kendrick Lamar.
Mainly because of the juxtaposition used. He managed to get a group of black people from a dangerous neighborhood in America who represent culture, struggle, rebellion, hope and put them in front of the Whitehouse. A place where you would say they don’t belong due to black history and how far they’ve come in society. It felt like a symbol of black people being able to break systems built to hold them down and operate in spaces that were frowned upon sixty+ years ago.
The best creative campaign this year in my opinion was Slow Thai, (Although it was really 2019, it was one that stuck out in my mind).
Northampton’s Slowthai is a perfect example of grassroots branding done right. With an album titled Nothing Great About Britain, the grime artist had billboards placed all over the UK with facts about the country’s problems including statistics about climate change, homelessness, the gender pay gap, hate crime, mental health and more.
Encouraging fans to locate and send him pictures of the various billboards in London was a great way to engage with listeners and create a buzz around an album, weeks ahead of its release. By placing the name of the album at the bottom of each billboard, the cryptic message would intrigue just about anyone.
The lesson here? Where you can, seek to engage and challenge your audience.
The most recent brand collab that caught my eye was by Travis Scott x Fortnite. Holding a virtual concert and launching a new song within one of the most popular global video games is genius.
VIDEO OF THE YEAR
For me the most creative and original music video of the year is DJ Khaled & Drake's Pop Star. It came out last year (Sorry haha!) but I think using Justin Bieber having a wild party miming Drake’s lyrics was super simple but effective.