three MUSIC VIDEOs, co-created with the power of THE FANS #withGALAXY

During the pandemic, asian hate surged.

We responded: Samsung and 88rising, an Asian American music label, united to create a space for celebrating culture and roots. Artists and creators engaged in a meaningful dialogue using on Instagram, TikTok, and YouTube.

Where fans were invited to co-create three music videos from the Head In The Clouds III album, proudly showcasing their cultural heritage. #withGalaxy

NIKI | “Split”

CTA: Show me The two world's you’re split between.

BIBI | “The Weekend”

CTA: Show me how your style reflect's your culture.

YlLONA | “Don’t Go Changing”

CTA: Show me your cultural roots.

The collaboration extended beyond music videos, featuring a music festival and a B side album on Spotify. Hosted by Dumbfoundead, the album offered compelling audio interviews of both artists and fans.

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Role: Creative lead , ACD + Art

R/GA: Olivia Simone: ACD + Copy Thomas Huerta: Content Creator Sasha Shor: ECD 88rising: Music