Xfinity partnered with REVOLT’s internal creative agency #000000 (Pronounced ‘Black’) to create the “The Link Up,” a visual and musical performance series with Grammy Award winning artist Lucky Daye that assembles Black artists from across the nation to build an unforgettable production and immersive visual experience. Each artist is set on their own floor of a four-story brownstone uniquely curated to their style. As Lucky Daye performs and the individual artists get wind of his music, they “Link Up” by way of Xfinity’s high-speed connection.
In honor of Black Music Month, this creative spotlight brings to life performance art with a modern and uplifting twist, celebrating the Black community that has been pivotal in establishing what music culture is today. The concept takes the performers and audience through a visual experience connected by beautiful scenes and united by music. Behind-the-scenes access is also available for viewers to be engulfed in the production journey from start to finish, including talent interviews, and insight from the REVOLT #000000 team who made “The Link Up” a reality.
As an award-winning creative agency who moves Black culture, #000000 (REVOLT’s Creative Agency) is committed to producing authentic, inspiring, and elevated branded content. To be able to achieve that level of excellence and bring together greatness in the form of “The Link Up” takes a team of multifaceted creatives and versatile partners.
A challenge we faced was positioning Xfinity, use of connectivity to elevate the musical experience in a way that viewers would immediately understand, even without a physical brand product. Finding a solve that also unified and celebrated Black creators was a core development detail for this unique music collaboration. Launching these virtual performances during Black Music Month (June) was important to highlight the contributions that Black culture continues to make, and the inspiration Black music continues to be for all music. From there, early alignment on roles, internal and partnership collaboration, and relentless efforts from a dynamic team of Black creatives (design
Audiences loved and appreciated the various videos we produced, with 3MM+ views for the entire series.
Following the premiere of “The Link Up”, the #000000 Research & Insights team conducted a “Brand Uplift” study, specific to the behind the scenes special, that includes a summarized analysis of the top 5 take aways from screened respondents. The response details and gut reactions provide a first-hand look into the importance of Black Excellence being represented all year round, and in all capacities. Respondents went as far as noting the important of partnership and inclusion, noting they hope to see more of Comcast in similar initiatives moving forward. Below are some exciting points from the deck provided for reference:
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