This particular episode brings the viewer to Fortress Mountain in Alberta’s Rocky Mountains. Two skiers hit the slopes and explore the ominous structures that remain in these once-popular destinations. Finding out that a new album is around the corner and available on Spotify is just the icing on the cake.īlack Crow Skis, a ski supply company produced a short documentary series called “The Ghost Ski Resorts.” This beautifully shot film series tells the unique backstories of abandoned ski resorts across North America. Seeing Kendrick be present and embrace this new experience is engaging enough for the viewer to stick around. There is no mention of the album until nearly two minutes into the video - there’s no need. The raw, truth-seeking style of the production aligns with Kendrick’s own music style. In just a few short minutes, it offers a unique and engaging perspective on the artist who often eludes media attention. This short film is a prime example of how to produce a branded documentary effectively. He spends the day with the local youth, where we get to see him playing soccer, taking photos, and visiting Freedom Skate Park, Ghana's first fully functional skate park, which was funded by the late fashion icon Virgil Abloh. The documentary showcases the rapper experiencing the street lifestyle in Accra, Ghana for the first time. "A Day in Ghana with Kendrick Lamar" is a four-minute mini-documentary released by Spotify on June 17, 2022, which coincided with Kendrick Lamar's 35th birthday and the release of his latest studio album “Mr. However, high-quality content like this is what pays off in spades in the future - laying the groundwork for long-term brand loyalty. This is a long-game investment that helps shape the overall understanding of your brand. Investing in this type of content isn’t for the impatient. Similarly, branded documentaries aren’t always focused on the brand necessarily, rather they might be engaging documentaries ‘sponsored by’ or ‘presented by’ the brand. The brand that makes an appearance isn’t the focus of the story but works more on the viewer’s subconscious. Think of the concept similarly to product placement in films and music videos. But, doing this is what lets the story bubble to the forefront, making room for the viewer to create an emotional connection with the story - and ultimately, your brand. Getting rid of the sales scripts and minimizing your overall brand representation in the video might seem like a bizarre way to market a brand. By sharing stories that align with the overarching ethos of a particular brand, marketers can work to establish a deeper level of trust and credibility with their audience.
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