Keith Ape Partnered with Converse for His 'Diamonds' Visuals
Riley von Niessen — August 15, 2016 — Fashion
Keith Ape, a South Korean trap artist and rapper, recently paired with Converse to show off some of the brand's products in his 'Diamonds' music video.
The partnership is introduced at the very beginning and then colorful hazy effects take over for the majority of the rest, which includes Converse close-ups that make the brand's input clear. This is done by panning to Keith Ape as he wears the iconic sneakers throughout -- including shots that show white high-top Converse hanging out of a speeding car, trudging through the rain, glowing in black lights and much more.
The use of psychedelic effects make the close-ups less obvious however, as the viewer is subjected to a variety of other shots that aim to generate a nightmarish atmosphere. With its Keith Ape partnership, Converse is better able to appeal to a specific demographic of urban Korean consumers who are fans of his music.
The partnership is introduced at the very beginning and then colorful hazy effects take over for the majority of the rest, which includes Converse close-ups that make the brand's input clear. This is done by panning to Keith Ape as he wears the iconic sneakers throughout -- including shots that show white high-top Converse hanging out of a speeding car, trudging through the rain, glowing in black lights and much more.
The use of psychedelic effects make the close-ups less obvious however, as the viewer is subjected to a variety of other shots that aim to generate a nightmarish atmosphere. With its Keith Ape partnership, Converse is better able to appeal to a specific demographic of urban Korean consumers who are fans of his music.
Trend Themes
1. Psychedelic Fashion Collaborations - Partnering with music artists for psychedelic fashion-heavy music videos presents an opportunity for fashion brands to appeal to younger consumers.
2. Artistic Product Placement - Creating or collaborating with music videos that uses artistic product placement presents an opportunity for brands to visually engage with audiences in a non-intrusive way.
3. Brand-diversity Partnerships - Partnering with musicians from diverse cultures and countries to showcase a brand's products in music videos presents an opportunity for brands to expand their market reach.
Industry Implications
1. Fashion - Fashion brands can collaborate with music artists to showcase their products in psychedelic music videos to appeal to younger consumers.
2. Marketing and Advertising - Creating artistic product placement in music videos presents an opportunity for marketing and advertising to visually engage with audiences in a non-intrusive way.
3. Music Entertainment - Partnering with brands to showcase their products in music videos presents an opportunity for music artists to widen their exposure while also giving brands exposure to a wider audience.
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