Converse India has launched the ‘Connect with the Unexpected’ campaign, showcasing the diverse musical talent across the country. The campaign celebrates India’s rich musical tapestry, emphasising culture and self-expression.
At the heart of the project is a fusion of various music genres including Hindustani Classical, Multilingual Rap, Funk, R&B, Jazz, Blues, Pop, Beatboxing, Desi Hip Hop, and Indie. This mix of sounds aims to create unique and unexpected music.
The campaign focuses on emerging artists who embody raw artistry, collaborating to produce four original tracks that share personal narratives of special journeys filled with determination and fearlessness. These compositions highlight the power of collaboration, fostering innovation and originality.
The message of the campaign is centered around boundless creativity, inviting artists from diverse backgrounds who reflect Converse’s ideology of free-spirited expression and ambition. The initiative aims to showcase emerging talent and introduce their music to a global audience.
Under the ‘Connect with the Unexpected’ campaign, collaborations highlight India’s contemporary music scene, bringing together artists of varied backgrounds and styles in a celebration of creativity.
Nanku, a music artist from New Delhi, collaborates with Karun, a poet and songwriter, to create a blend of innovative sounds and lyrical depth. Krameri, a student of A R Rahman, teams up with Dhanji, a narrative-rich rapper from Ahmedabad, to offer a fresh musical experience. Pho, a beatboxer and singer from Delhi, partners with Bagi Munda, a rapper from Chandigarh, resulting in a unique collision of styles. The Siege, a rapper from Mumbai, collaborates with Aksomaniac, a pianist from Trivandrum, to merge raw rap narratives with melodious versatility.
These collaborations aim to showcase the dynamic nature of India’s music scene and celebrate creativity. Each track will be revealed on social media on specific dates in April 2024.