Globe partnered viral UK hip-hop duo A1 X J1 with Samsung UK for the brand’s Samsung Music Galaxy Thursdays campaign.
Centred around the product launches of the new Samsung Galaxy S22 phone and Freestyle Projector, the campaign focused on the unique story behind how the pair met and featured an exclusive live performance of their new single, ‘Night Away (Dance)’.
Talking about how technology helped the duo create their first track together, J1 explained: “Me and A1 met on an app called Houseparty, so I gave him a follow on Instagram and found out he was mad talented. Me and him just supported each other since then [...] We’d play a little instrumental and then rap it to each other on the phone, literally.”
Globe teamed up with UMGB and Firmative Media to produce a variety of content for the campaign, including teaser, interview, BTS and performance video pieces that lived across the duo’s socials for their combined following of 700K fans to enjoy - in addition to Samsung UK’s own socials and website.
Along with this video content, a series of hero still images were captured, featuring Samsung branding and products, to cement the visual identity of the #SamsungMGT campaign.
Watch the Behind The Artist content piece here.