Mumbai: Converse India has revealed ‘Connect with the Unexpected’. This is a journey that looks to ignite the creative spirit across the country, aiming to weave a grassroots network of emerging creatives. This campaign is a tribute to Indian music, celebrating culture and self-expression.
At the core of this project is an amalgamation of diverse music genres: Hindustani Classical, Multilingual Rap, Funk, R&B, Jazz, Blues, with dashes of Pop, Beatboxing, Desi Hip Hop, and Indie. This melting pot of sounds creates an alchemy of styles. The aim is to give birth to music that’s unexpected and entirely unique.
Delving into India’s underbelly of music, the campaign invites creators who the company explains embody raw, unfiltered artistry. These emerging artists join hands to create four original tracks that carry personal narratives of special journeys filled with strife and fearlessness. The compositions are a testament to the power of collaboration, where unexpected connections foster innovation and originality explains the company.
The campaign’s message is clear said the company. There are no boundaries in creativity. Inviting artists from all walks of life who are reflective of Converse’s ideology of free-spirited expression and uninhibited ambition, the company is looking to put emerging talent on the map, introducing their music to a wealth of listeners the world over. The campaign looks to allude to the brand’s eye for untapped potential with a pulse on cultural currency and a proclivity to always speak to the zeitgeist.
Collaboration: Under the banner of Converse India’s ‘Connect with the Unexpected’, these collaborations look to highlight the diverse and dynamic nature of India’s contemporary music scene, bringing together artists of varied backgrounds and styles in a celebration of creativity.
Nanku x Karun
Nanku, a 24-year-old music maven from New Delhi, infuses his unique brand of music with his experiences in remixing and songwriting about self-realization. His album ‘Nanku Sharma’ has hits like ‘Kaafizyada’ and ‘5 min’ demonstrating his take on Indian Pop Music. Collaborating with Karun, a Delhi-born poet and songwriter, whose journey began with notebook scribbles and evolved into emotion-charged songs, this duo represents a creative force.Karun’s albums are ‘Granth’ and ‘Qabool Hai’.
The track to be revealed on social media on 19th April, 2024
Krameri x Dhanji
Krameri is a student of A R Rahman. She has 10 singles, two albums, and four EPs since her 2019 debut. Dhanji, an Ahmedabad city native, is known for his rap verses. His output includes seven mixtapes in three years and the upcoming album ‘Ruab’. This collaboration is between Krameri’s soundscapes and Dhanji’s rap artistry.
The track was revealed on social media on 10 April, 2024
Pho x Bagi Munda
Pho, a beatboxer, singer, and songwriter, has been immersed in the art world for most of her life. She moved from beatboxing to songwriting and singing. Bagi Munda is a Chandigarh-based rapper and visual artist. His album ‘Dusvipass’ and his work with Underpass got him recognition. Their partnership is a collision of styles.
The track will be revealed on social media on 16 April, 2024
The Siege x Aksomaniac
The Siege, a Mumbai-based rapper, has the album ‘Bubble Car’, chronicling his personal growth. Aksomaniac, an engineering student and trained pianist from Trivandrum, brings a mix of R&B, Jazz, Blues, and Pop to the table. This collaboration melds The Siege’s rap narrative with Aksomaniac’s versatility.
The track will be revealed on social media on 13 April, 2024
‘Connect With The Unexpected’ is available on Spotify
