Nile Rodgers for Samsung
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Nile Rodgers teams up with Samsung
The legendary Nile Rodgers is brought together with some of the hottest young musicians today by Mother, in collaboration with Samsung.
This most recent cooperation, which aims to introduce varied talent to StemDrop, a worldwide music collaboration program that provides emerging musicians with a platform to display their skills, captures musical history in the making.
This most recent cooperation, which aims to introduce varied talent to StemDrop, a worldwide music collaboration program that provides emerging musicians with a platform to display their skills, captures musical history in the making.
With the help of technology, particularly smartphone technology and online video sharing services like TikTok, the documentary series Make It With Nile seeks to reveal some unexpected shifts in how artists succeed in the music industry. There will always be disagreement over whether this is better or worse, so what better way to learn the answer than to consult a music legend and some of the most fascinating musicians working today?
Make It With Nile features chats and working sessions between Nile Rodgers and the most innovative young musicians, all of whom “made it” by relying just on their phones, their beds, and their natural ability, over the course of four episodes.
Along with many anecdotes, Armani White, ALTÉGO, INJI, and Dréya Mac openly describe how they all “made it” in comparison to Nile Rodger’s experience over the course of decades of pushing musical limits.
The films will serve as the centerpiece of Samsung’s most recent UK marketing campaign for the Samsung Galaxy Z Flip4 and Galaxy Buds2 Pro.
The films were shot on location at the renowned Real World Studios, which is where songs by Amy Winehouse, Beyoncé, Van Morrison, and Kylie Minogue were first recorded. Providing thought-provoking viewing while exhibiting the capabilities of Samsung technology.
James Sellick, Creative Director at Mother commented: “Our young, TikToking, bedroom-rocking, million-view-clocking musicians learnt a lot more from Nile (after all, he is Nile Rodgers), we also found that inspiration runs both ways, with Nile learning more than a few things about the intricacies of cutting through the chaos in 2022. This combination of talent and experience makes for compelling viewing.”
As we move into a new era of discovering undiscovered talent, Samsung has decided to highlight a variety of musicians and is working with “StemDrop” to do so.
To be more democratic than TV talent shows, TikTok hosts StemDrop, an online music collaboration and discovery platform. StemDrop is judged by the general public rather than just the industry elite.
Annika Bizon, Marketing and Omnichannel Director at Samsung Electronics UK added: “ ‘Make It With Nile’ lifts the lid on the future of music and builds on our series of collaborations with creators and technology. Embracing long form content allows us to showcase the role of our unique Galaxy Z Flip4 device in the real world in an authentic way. The technology revolution, especially enabled by smartphones, has opened music up to the masses like never before. In effect, we all now have a music studio in our pocket, and in the case of our ZFlip, a perfect partner for capturing video content too. Partnering with TikTok for StemDrop, supported by Make It With Nile, helps to position Samsung at the heart of future technology and creativity.”
The series will be broadcast throughout the coming weeks, and a variety of resources will be used to pique and maintain interest. The talent selection process is partially influenced by the various online communities that the campaign is able to tap into during the launch phase. The launch phase focuses on leveraging talent reach and paid social. Starcom organized and oversaw paid media.
We can’t wait for this partnership to produce exciting results!
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