AKQA Global Chief Creative Officer Diego Machado said: “Artists crave the solidarity and strategic impact that brands have while brands desire what artists have in abundance: cultural influence. We are uniting both to create remarkable content that is creatively uplifting and easily sharable, which is central to our core DNA.”
Gabriel Andrade, curator and founding partner of Coala agrees said: “true insights into music and entertainment come from people who inhabit that universe. To relate to the creative community and these cultural phenomena, brands need to genuinely participate and contribute, and not just say they do.”
Gabriel is now Music Lead of AKQA Coala.Lab and lists streaming platforms, tours, music videos and records as some of the touchpoints explored when developing projects. “In addition to being in touch with the present and continually contributing to culture, it is necessary to see artists as creative agents throughout the process and not just brand ambassadors,” he adds.