my role: concept, copywriting & event ideas.
In 2024, Amazon Music went back to school with a new purpose: showcasing emerging artists in FLEXEO, their urban Spanish music playlist. They do their best finding, selecting, and promoting artists you may not know yet but soon won’t be able to stop listening to.
Every day, there’s a lot of new music and artists trying to make it. That’s why Amazon Music is working hard to find hidden gems. Oh, wait—gems? Mmm, interesting. This is the starting point from which we, together with Sabotage Propaganda, begin our thinking.
Gems are everywhere in the urban scene: in grillz, nails, chains, and now, in the emerging music scene. Each artist starting to make noise bring their unique authenticity—something that makes their stand out. In every track they drops, you can clearly see the power they hold.
Finding these gems isn’t easy at all. It takes a true curator (a gem hunter?), someone who investigates, listens to what’s happening on the streets, and chooses the most authentic.
Just like artists flexing their diamond-studded chains, Amazon Music does this with their gems once they’ve found them. And here’s the concept for this campaign: FLEXIN’ GEMS.
With gems as the stars of our campaign, Amazon Music had to find them. Lia Kali, Lua de Santana, and Vera GRV joined us on this journey. We introduced them in a video produced by Phoskifilms, where you can see how a miner ventures into a cave to discover the best gems in music and meets a jeweler to make them shine even brighter. And speaking of shine, it’s Jose Valcarcel’s amazing 3D work that truly makes the gems and necklace sparkle at the end of the video.
Each artist received a personalized gift: a gem and custom press-on nails designed by a nail artist. Everything to make our gems flex their style.
We collaborated with Pelonio and turned this concept into an event with influencers in Madrid. All guests could make grillz, get nails done, and, of course, enjoy the music that lights up the scene. The event generated fantastic PR and engagement, featured in all the top street style magazines. It looked like the party of the month, right? Well, it was.
Creative Agency: Sabotage Propaganda.
Creative director: Diego Andrés
3D artist: Jose Valcarcel.
Production company: Phoskifilms
PR & event agency: Pelonio.