Client: Alibaba Music / Agency: Fred and Farid / Director: JB Le Bivelec (FF) / Director of Photography & Editor: Laura Imkamp
Alibaba Music worked together with 10 Chinese musicians and two Shanghai-based artists to create a limited-edition run of record pressings, handmade from pollution particles.
The album, The Undiscovered, highlighted up-and-coming Chinese artists, and raised awareness about pollution and climate change issues facing China.
Case study edited by JB Le Bivelec (Fred & Farid) and Laura Imkamp
It was launched on Alibaba’s music streaming app, Xiami, and reached 130 million online listens in the first 24 hours.
The video was run with the album launch campaign, online and on Xiami.
All pressings were put to auction, with proceeds going to a tree-planting initiative lead by Alibaba.