Advertisement

Drinks brand Red Bull have recently been supporting Jessie Ware with the launch of her eagerly anticipated debut album, Devotion. Released on Monday 20th August, Devotion was recorded at Red Bull Studios in November 2011 with the help of co-producers Dave Okumu and Julio Bashmore. In addition to a 30 minute performance at the studio on the release date, Red Bull collaborated with Studio Moross to create a live art installation in East London’s Broadway Market which ran from 18-26 August.

Studio Moross is a creative design studio which was established by graphic artist and art director Kate Moross following on from her work with creative collective ISO. Moross has paired up with clients such as Nike, Kiehls, The Guardian, Glastonbury, Virgin and Nokia.

Red-Bull-image.jpgRed Bull & Studio Moross for Jessie Ware

With the design team ‘focusing on art direction, branding, print and moving image’ their initiative for Jessie Ware’s album launch ties in perfectly with the rest of Red Bull’s promotional campaign.

The idea behind the art piece was to enable the public to hear Devotion before its general release while creating an interactive project. On Friday 18th August Red Bull placed a large billboard in Broadway Market, Hackney and asked people to add their contribution by painting dots which would in turn make up the face of the singer. Whilst listening to songs from the new record, this session was also to be the inspiration for the album cover.

Red-Bull-image-2.jpgRed Bull & Studio Moross for Jessie Ware

Clapham raised Jessie Ware as an English singer-songwriter best known for her 2012 single Running. Her breakthrough was in 2010 as a guest artist on SBTRKT’s track Nervous. Other standout work with Sampha can be listed as the single Valentine. Gradually the momentum has been growing and Ware is now hailed as one of the leading artists of 2012. The album has been met with rapturous applause and peaked in the UK album charts at no. 5.

Referring to the clever move of enlisting The Invisible’s Dave Okumu as producer, BBC Music state that ‘there’s nothing “next” about Ware: she’s here, now and superb’. Other critical acclaim can be found amongst impressive comments such as this one from @toddedwards3000 which was re-tweeted by Ware; ‘The @Jessie_Ware album is phenomenal. Great vocals and lyrics and top production. I highly recommend picking it up!’

In terms of the innovation and creativity behind this launch it has been a huge success, connecting Devotion with a captive audience. To watch a time lapse clip of last weekend’s interactive artwork celebrating Jessie Ware’s album launch click HERE.