Universal Music’s hip hop label in the Netherlands, Top Notch, has partnered with youth telecom brand, Hi (KPN), to create a ‘unique branded content series’ aimed at people aged 18-24 years old.
Dutch hip-hop artists were picked up in a Chevy Surburban truck to create a new track resulting in 8 episodes/music videos and a series of tracks released through Spotify.
It resulted in Hi The Pickup – a series of eight online video episodes. Every three weeks a new video episode is released online, showing a big American Chevy Suburban truck, in which Uriah (a famous character from the Hi telecom campaigns) picks up various artists.
A new combination of hip-hop artists then create a new track based on a beat which is provided by a famous or upcoming producer. The new track is recorded in the pickup truck.
Afterwards the track is mixed and mastered, after which the music video is premiered at hi.nl/thepickup and the track is released on Spotify.
The tracks are exclusively released on Spotify as part of an existing Spotify & Hi bundle subscription service.Music Business Worldwide
