Coi Leray Reps America on International Cast of ‘Sprite Limelight: One Hook, Three Songs’ Collab
![Grammy and Mercury Prize winning artist and producer, James Blake and Coi Leray - Courtesy of Sprite Limelight](https://www.thehypemagazine.com/wp-content/uploads/2022/06/image004.png)
Grammy and Mercury Prize-winning artist and producer, James Blake and Coi Leray – Courtesy of Sprite Limelight
Sprite announced a newĀ music program, Sprite Limelight, produced in collaboration with an exceptional and diverse collective of international musical talent, and anchored by Grammy and MercuryĀ Prize-winning artist and producer,Ā James Blake. The new music program supports Spriteās new global brand narrative, Heat Happens, which positions the brand as the drink that helps you cool down in the face of everyday heated moments.
Sprite Limelight connects music lovers from different cultures and influences, debuting a new method of making music that celebrates the unique creativity of the individual.
James Blake will provide a central hook and lyric narrative, rooted in the core Limelight philosophy of keeping lifeās heat at bay. Three distinctive global artists have, in turn, taken that hook and used it to inspire and create their own completely original songs. One musical starting point is reinterpreted through different creative and cultural lenses.
“The limelight program is a chance for me to collaborate with artists from around the world in a process thatās new to me, to create a unique song with an empowering message that they can carry through each of their beautiful interpretations. Itās been inspiring to see how each artist took this hook and beat and created something that would never have existed any other wayā, says James Blake.
Selected for their authentic and unique styles, the artists in the first expression of the program areĀ platinum-selling artistĀ Coi Leray,Ā who has quickly made a name for herself garnering multiple American Music Awards, BET, and iHeartRadio Music Award nominations ahead of her recently released debut albumĀ TRENDSETTER; African singer-songwriter social sensation Omah Lay, whose self-produced track āBad Influenceā garnered viral status; and finally, prolific singer Hua Chenyu, hailing from China, whose unique fusion of C-Pop and rock has sold out shows in Olympic-sized stadiums in minutes.
“As an artist, Iām constantly pushing myself to raise the bar when it comes to my creativity. Finding new ways to express myself is so much a part of who I am as an artist, that’s why Iām hyped to be partnering with Sprite on their Limelight program. Helping other dope musicians to not only get through the door but flourish while shining a light on their individuality through music is something Iām happy to be a part of,ā says Coi Leray.
The original content will be available on both YouTube and Spotify, as individual tracks and in the form of artistic documentary-style music films. These immersive āHeat Confessionalsā, that shine a light on the artistsā stories overcoming their own moments of heat through their iconic music, as well as artist-curated playlists for their fans, will be created on different music streaming services worldwide.
āSprite Limelight provides a unique opportunity for fans to experience new music, through one hook reimagined in three different ways. It also offers a window into the way they make music, as well as their own personal experiences ā connected to our core brand philosophy ā of staying cool in those moments when lifeās heat feels intenseā, says Shrenik Dasani, Sprite Global Brand Director, The Coca-Cola Company. āIn bringing very different artists from around the world together around one musical expression based on a shared life experience, it connects music fans across cultures and borders.ā
Joshua Burke, Senior Director, Global Music and Culture, The Coca-Cola Company added: āThe collaborations fostered through Sprite Limelight have produced music that feels exciting and fresh.Ā Working with the right talent has been critical ā each of the artists needed to bring authenticity, strong individuality, and openness to the process, as well as their talent, in order to make it work.Ā Itās been an amazing journey to get to launch ā and now weāre just excited to be able to introduce the music, as well as the broader program, to the wider world.Ā And of course, to seeing where Sprite Limelight goes nextā¦ā
Sprite Limelight was created in partnership with Universal Music Group for Brands as the key content creator and the new OpenX agency partnership with WPP for amplification.
āOur partnership with Sprite around Limelight demonstrates how UMGB continues to connect brands with some of the worldās most notable talent and produce culturally relevant content that resonates with consumers on a global level,ā says Richard Yaffa, EVP, Global Brands, Universal Music Group.
Sprite Limelight content will be available on YouTube atĀ https://www.youtube.com/c/Sprite and on Spotify atĀ https://open.spotify.com/user/sprite2015Ā beginning early June.
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