Converse has recently launched its global music campaign titled "All Star Anthem," which aims to ignite creativity and celebrate cultural influences from around the world. The campaign features a single track produced by Brazilian hip-hop artist Marcelo D2 and Latin Grammy winner and producer Nave Beatz, incorporating original music from emerging creators and artists representing more than 20 countries. The anthem is now available on Spotify for listeners to enjoy.
The All Star Anthem campaign centers around Converse's All Stars, a network of emerging creatives, challenging them to connect with the unexpected and produce original music that showcases their creativity, culture, and self-expression. The campaign began in the summer of '23, spanning Latin America, Southeast Asia, and Eastern Europe. Converse unveiled a series of unique and unexpected local music creations and collaborations, ranging from artists in Chile using space sounds to create astronomic tracks to Serbian All Stars infusing modern elements into gospel music, accompanied by traditional bells of Belgrade.
Further creative inspiration was drawn from the Brazilian Carnival as Converse invited members of its global All Star community to the festival. Collaborating against the backdrop of one of the world's most diverse cultural moments, the All Star group produced four original genre-bending tracks that fused traditional sounds like Brazilian Samba with Mexican Bolero. Renowned artist Marcelo D2, known for his expertise in blending Brazilian rhythms with global hip-hop beats, and producer Nave Beatz served as mentors for the All Stars, guiding them through the creative process.
South African rapper Steero God and DJ Ginelio added their unique flavor to the diverse All Star Anthem. Steero God expressed his drive and passion towards creativity and paid homage to African giants who inspired the current generation of creatives to boldly create new forms of art. The All Star Anthem is available for listening on various streaming platforms.
Converse continues the campaign by releasing the All Star Anthem across all streaming platforms, accompanied by a visually engaging asset on Instagram designed to inspire others to explore their own creativity. The campaign highlights Converse's commitment to empowering the next generation of artists, musicians, and creators, showcasing the brand's dedication to championing self-expression.
Andres Kiger, VP of Marketing, Converse Global Partner Markets, stated that the campaign reflects the brand's core value of championing self-expression. The All Star Anthem project has showcased the innate creativity present in communities worldwide, emphasizing what can happen when individuals are given the freedom to create with an open mindset. Converse hopes that this project and the over 20 original music tracks comprising the All Star Anthem will serve as a spark of inspiration for other creatives.
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