1800 Tequila with the help of Pusha-T found 10 aspiring hip-hop artists to kick off 1800 Seconds, a new recording and artist discovery platform that gives unsigned artists a chance to write and release one new three-minute track with the full production and marketing support of a record label.
Thanks to Pusha-T’s talent scouting, direction and curation, the 1800 Seconds music platform produced a 30-minute compilation album featuring 10 new tracks.
Currently the President of G.O.O.D Music, Pusha-T is an inspiration to a new generation of artists. Growing up in the fertile Virginia Beach hip-hop scene, he formed platinum-selling rap duo Clipse as a teenager, learning from pioneers Timbaland and The Neptunes’ Pharrell Williams and Chad Hugo.
“The 1800 Seconds platform is a time for me to connect on an executive and mentor level and push the next generation of creatives in music forward,” says Pusha-T.
Consumers are constantly bombarded with branded content from brands and publishers on a daily basis so we wanted this program to feel different,” says Walter Shock, Co-Founder and Creative Director at Experience- Interaction, the agency on the account.
“Every step of the way, we made sure that every decision the team made was one that helped the program feel real and authentic just as it was.”
The album sessions went down at the iconic Westlake Studios, the onetime workspace of Michael Jackson, Aaliyah and Frank Ocean. There, the rising artists connected with Pusha-T for a crash course in craftsmanship, selecting beats, bouncing song ideas and refining their writing with one of rap’s greats.
Client: 1800 Tequila
Campaign: 1800 Seconds Concept & Strategy: Exposure PR: Exposure
Media: Arena Media
Talent: Brand New
Creative Director: Walter Shock
Executive Producer: Nora Resnick
Associate Creative Director: Sal Mastrocola
Designer: Jonathan Jerome
Producer: Danielle Mardesich
Strategic Account Director: Kimberly Taylor
Social Media Strategy: Olivia Davison
Technology Lead: Abel Thomas
Production Company: Voyager
Creative Director: Andrew Litten
Executive Producer: Andrew Hutcheson
Head of Production: David Brickel
Producer: Steven Taylor
Director of Photography: Ben Mullen
Editors: Andrew Litten & Ryosuke Tanzawa
Post Producer: Nick Crane
Color: Company 3
Colorist: Jaime O’Bradovich
Audio Post: One Thousand Birds
Audio Post Producer: Kira MacKnight
Sound Mixer: Calvin Pia