| Title | MAKEBA |
| Brand | JAIN |
| Product/Service | SONY MUSIC |
| Category |
F08. Excellence in Music Video |
|
Entrant
|
ART BRIDGE Paris, FRANCE
|
|
Idea Creation
|
ART BRIDGE Paris, FRANCE
|
|
Production
|
ART BRIDGE Paris, FRANCE
|
Credits
| Emilie Urbansky |
Sony Music Entertainment |
Directrice de l’image |
| Olivier Bassuet |
Art Bridge |
Creative Director |
| Greg&Lio |
Art Bridge |
Creative Director |
| Greg&Lio |
Art Bridge |
Directors |
| Julie Lenoir |
Sony Music |
Agency Producer |
| Alard De Smidt |
Freelance at Quad Productions |
Cinematographer |
| Pierre-Marie Dufour |
Art Bridge |
Production Manager |
| Christelle Prud'homme |
FIX Studio - Quad Group |
Post-Producer |
| Johannes Bellarosa |
Fix Studio - Quad Group |
Flame/VFX Artist |
The Campaign
For this project, ART BRIDGE brought together internationally renowned French designer Agnès b., who created original dresses for the shoot, The Perfect Storm, a Pantsula dance crew from Soweto (Johannesburg); renowned French street artist L'Atlas for the design of Jain’s sampler deck, as well as South African artists Karabo Poppy and the street artist R1. Each artist built a bridge that converged on this project, creating a unique piece of film art encouraging interactions. For JAIN's fans, this music video is also a way to discover her world, her beliefs, as well as different cultures and artistic expressions; in other words, what JAIN is all about.
Creative Execution
The video was shot over three days in Johannesburg. It took about six weeks of post production to complete. It was launched on Facebook and YouTube.
The video got over 10 million views on Youtube (7 million in the first month) and won Music Video of The Year at Victoires de la Musique (French Grammys). The success of the video also contributed to Jain winning Artist of the Year that same night. After the video launched in Nov, Jain went on to make her US television debut in February 2017.
The music video for “Makeba” brought together world renowned and local artists from various disciplines such as dance, fashion design as well as art/street art. This all converged in Johannesburg to pay homage to the culture and legacy of South African civil rights activist and singer Miriam Makeba, the subject of the song by Jain. The work of each artist was an integral part of the music video and its success helped launch this French multi-cultural artist on the global stage.
“Makeba” marked the launch of Quad Group’s new department Art Bridge, which is an artistic platform that brings together artists from different disciplines to create vectors of curiosity.
This video launched the second single off Jain’s debut album and also launched the Art Bridge platform.