Sparking Creativity through ‘Unexpected Connections,’ the Brand Unveils Latest Global Music Campaign
Converse has unveiled the All Star Anthem: a single track featuring a collection of original music that explores influences and mashups from across the globe, featuring emerging creators and artists from more than 20 countries.
The anthem, now available on Spotify Converse All Star Anthem, was produced by Brazilian hip-hop artist Marcelo D2 and Latin Grammy winner and producer Nave Beatz.
The anthem is a celebration of Converse music projects from around the world that was created with an aim to challenge Converse’s All Stars – a grassroots network of emerging creatives – to ‘connect with the unexpected’ and produce original music that celebrates their creativity, culture, and self-expression.
The campaign kicked off in spring across Latin America, Southeast Asia, and Eastern Europe, with Converse unveiling a series of unique and unexpected local music creations and collaborations. The works ranged from artists in Chile using sounds from space to create an astronomic track to Serbian All Stars putting a modern spin on gospel paired with the traditional bells of Belgrade.
Meanwhile, the local music collaboration which was previously initiated by Converse Indonesia at the end of February took Basboi and Feel Koplo by combining dangdut music as native Indonesian music with modern rap music that is in demand by young people, as a form of real support for personal expression that unites talent. New talents lead to unique next-level musical creations.
Carnaval became a backdrop for further creative inspiration as Converse welcomed members from its global All Star community to the Brazilian festival.
Set to the beat of one of the world’s most diverse cultural moments, the All Star group collaborated and produced four original, genre-bending tracks that explore an unexpected collision of influences that mixed traditional sounds like Brazilian Samba with Mexican Bolero.
All Stars were given the opportunity to work with industry mentors including Marcelo D2, known for his mastery in mixing the rhythms from Brazil with global hip-hop beats, and producer Nave Beatz.
Wobbebong X Porcelane – No One Knows, Malaysia
“My role was to unite the different skills and perspectives of the All Stars brought together in Brazil, and help guide them through the creative process,” said Marcelo D2. “I bring ancestry and modernity together in my work, and it was fascinating to lead this generation of artists and amplify their voices and music as they explored their own unexpected mashups.”
