#NEXTUP

When launching the latest Pathfinder model, Nissan & BET partnered with legendary hip-hop producer Just Blaze to kickoff #NextUp: a contest seeking out the next generation of music producers. After hundreds of submissions, the top three contestants earned mentorship and studio time with Just Blaze to create a new track side by side. The winning premiered during the BET Hip-Hop Awards, changing one lucky producer’s life forever.

Client: Nissan Type: TV, OLV Reach: 8.2pt lift in BR

TVC
 Finalists - OLV
Just Blaze Bio - OLV
Case Study
Three men sitting in a recording studio, smiling and laughing together. One man is wearing a red jacket, black hat, and glasses; another is wearing a white shirt and a necklace; the third is in a white shirt with a black vest. Just Blaze, Nissan, BET
A man with a beard, wearing headphones and a white striped t-shirt, standing in a recording studio with wooden walls, singing into a microphone while reading from a phone. Just Blaze, Nissan, BET
A man in a red shirt, black baseball cap, and glasses sitting at a mixing console in a music studio with a computer screen displaying digital audio workstation software. Just Blaze, Nissan, BET
Three people seated closely together in a dimly lit setting with colorful lighting. Just Blaze, Nissan, BET
Just Blaze wearing glasses, a cap, a red jacket, and camouflage pants sitting in a music studio with a mixing console in the background.
Three men in a recording studio, focusing on a computer or soundboard, with purple and red lighting. Just Blaze, Nissan, BET

CD: Tracey Coleman ACD: Greg Rogers CW: Allie Lyke
Director: Tom Goldstein Vocals: Navelle Hice