Sprite introduces Sprite Limelight: One Hook, Three Songs
Sprite announces a new music program, Sprite Limelight, produced in collaboration with an exceptional and diverse collective of international musical talent, and anchored by Grammy and Mercury Prize winning artist and producer, James Blake. The new music program supports Sprite’s new global brand narrative, Heat Happens, that positions the brand as the drink that helps you cool down in the face of every day 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 life’s 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 reinterpreted through different creative and cultural lenses.
Selected for their authentic and unique styles, the artists in the first expression of the program are platinum-selling artist Coi Leray, 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 album Trendsetter; African singer-songwriter social sensation Omah Lay, whose self-produced track “Bad Influence” garnered viral status; and finally, prolific singer Hua Chenyu, hailing from China, who’s unique fusion of C-pop and rock has sold out shows in Olympic-sized stadiums in minutes.
“Sprite Limelight provides a unique opportunity for fans to experience new music, through one hook reimagined three different ways. It also offers a window into the way they make music, as well as their own personal experiences – connected to our core brand philosophy – of staying cool in those moments when life’s heat feels intense,” says Shrenik Dasani, Sprite Global Brand Director, The Coca-Cola Company. “In 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.”
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 “Heat Confessionals,” that shine a light on the artists’ 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.
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.
