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Origins

Entered in Art & Culture Podcast

Objective

Origins was created to offer a behind-the-curtain look at the early lives, pivotal moments, challenges, and inspirations of our favorite musical artists. Fresh Produce worked on Origins along with the talent agency CAA as a way to connect fans more directly to these artists, using the medium of audio to create a more intimate, conversational feeling - almost a bond - between the two parties. Armed with this idea, CAA and Fresh Produce tapped today’s top stars and emerging talent for the Audible Original series: Billie Eilish, Doja Cat, Camilo, Flying Lotus, King Princess, Koffee, Mickey Guyton, and Tobe Nwigwe.

More info from the official description: The truth of our origin is never just one thing. It's not just place, it’s also people. It's not just people, it's also experience. In this Audible Original series, eight formidable forces of music revisit the places and spaces they grew up in and share stories of the people and experiences that shaped them.

Strategy

The main challenge, and accomplishment, of creating Origins was getting the right talent. To make it happen, Fresh Produce tapped into several of its executive leaders with unique experience and connections in the music industry: CEO Jason Ross, a former exec at The Bowery Presents and a musician, and Joe Killian, who has worked for years with major artists through brand work with American Express. With their combined experience, and that of their partners in CAA, they were able to deliver the talent and sound design to achieve the audio-intimacy the show was aiming for.

Results

Origins has been covered in Billboard, UpRoxx, Interview Magazine, American Songwriter, OkayPlayer, and more, and has reached fans of the artists involved through a comprehensive social media campaign.

Media

Entrant Company / Organization Name

Fresh Produce Media, Audible

Links

Entry Credits