New Billboard Magazine Campaign Shows How Pain Can Lead To Music
Spots directed by Pantera & Co from Primo.
Death, separation, and racism remain three of life’s greatest tragedies, but artists can turn them into something good – namely, a number one spot on the Billboard chart.
La Comunidad, the Buenos Aires office of innovative, cross-cultural agency the community, has launched a new campaign for Billboard magazine called “Inspirations” that consists of three spots, each of which features a different artist and a horrific experience that has become inspiration for a powerful song.
The first spot, “Raid,” shows two white cops assaulting two African-American men with no motive. These men transform their injustice into musical notes, which become a powerful protest son.
“Violence” recounts a young man’s suffering as he witnesses his father beating his mother. The dialogue becomes musical notes that inspire the young man to create a beautifully sad song that mirrors his harsh childhood.
Finally, “Overdose” shows us how after a chaotic night, a rock singer transforms the death of his girlfriend into music notes, which in turn become a harrowing song inspired in that moment.
In each spot, the key players repeatedly voice the pitch in which they speak, or scream in, rather than using words, emphasizing how the vocalization of tragedy can become music. Each of the spots end with similar taglines, as in the “Overdose” spot which states “Pain can become music, music can become a cure, a cure can become a number one song.”
Spots directed by Pantera & Co from Primo.
