The future of rap music, today.
To stand out from its competitors, Deezer has decided to position itself on the most engaging genre style in streaming: rap. So we have created « La Relève » (= “The Next Generation”) an original concept album with rappers who represent the future of the French rap with exclusive tracks made for Deezer.
« La Relève » is a revival of the famous old school hip-hop mixtape in the era of streaming. This campaign came to life through audio, online and print ads, as well as through digital out of home display.
Launching La Relève - “Tu veux faire partie du jet-pro ?”
*“Do you wanna join the game?”
La Relève 2 - Les Nouveaux Rois du Rap
*The new rap kings
La Relève 3 - “Maintenant tu sais où nous trouver”
“Now you know where to find us”
CREDITS.
Agency : Studio Deezer + 84 Paris (season 1) - Art Directors: Arnaud Roulleau, Julien Brault - Copywriter: Jérémy Froideval - Directors: Liswaya (seasons 1 & 2), Fred De Ponchara (season 3)