BK’Diamonds, Tears and Faces to Forget

Insight

A new album that highlights the need to let go of anything that stands in the way of reaching our goals.

Moving forward and leaving behind everything that holds us back has been at the core of human nature since the dawn of civilisation. From the beginning, the pack would abandon the weak link, leaving it behind to be devoured by predators while the rest pressed on.

BK’s new album Diamantes, Lágrimas e Rostos para Esquecer, translates as Diamonds, Tears and Faces to Forget, is a testament to his artistic vision and commitment to pushing creative boundaries.

Idea

Personal growth and the pursuit of progress.

BK’ partnered with AKQA Coala.Lab to create a visually stunning short film, Diamantes, Lágrimas e Rostos para Esquecer. Filmed in Ethiopia, the film complements BK’s new album of the same name and explores themes of letting go of what keeps you from moving forward.

Shot in Harar, a city known for its unique relationship with hyenas, the short film presents a singular and immersive aesthetic, offering viewers a glimpse into the atmosphere of one of the few African countries that hasn’t been colonised. In the film’s narrative, BK’ leads a pack on a symbolic journey, representing the need to abandon anything that hinders progress, old beliefs, complacency or fragile bonds. What is left behind is symbolically devoured by the hyenas, predators native to the region.

For the launch of this work, which suggests detaching from everything hindering individual progress, BK’ and AKQA Coala.Lab presents the metaphor of a monster that devours everyone and everything that surrenders to complacency, and is left behind by the group. In the film, this monster is represented by the hyena, an animal found in Ethiopia, the country of origin of marathoner Abebe Bikila. Besides being the inspiration for BK’s name, Abebe Bikila is also an example that represents, in practice, the message of moving forward without looking back.

The new album was launched at a listening event held at Circo Voador, one of Brazil’s most iconic concert venues. The event gathered 2,000 people, including fans, journalists and influencers. At this event, anyone who wanted to join the DLRE Pack could purchase exclusive merchandise of the pack. The listening event served as an initiation ritual, where all members received access to the Code of Conduct, outlining the pack’s commandments.

Visual identity

The concept of a legend about a beast that evokes the origin and ancestry of humanity is depicted and materialised, dating back to the formation of nomadic bands. These groups sought to keep moving constantly to avoid predator attacks. The choice of a hyena establishes a connection with the second-largest predator in Africa, which holds significant cultural importance in Ethiopian history.

A unique visual style, urban-rupestrian combines rustic, visceral, and imperfect elements with urban, underground, and cultural elements, characteristic of BK’s universe.

Impact

A powerful metaphor about detachment, survival and transformation that crosses borders.

AKQA Coala.Lab’s expertise in crafting culturally relevant narratives and impactful visual experiences drives tangible results for artists.

The Diamantes, Lágrimas e Rostos para Esquecer campaign, including a profoundly resonant accompanying film, propelled the album to over ten million plays, the 8th largest debut on Spotify Brazil and the number one spot on Apple Music. BK’ reached number two as the most listened to artist in Brazil and the Top 150 globally, with all album tracks charting in Brazil and 16 landing in Spotify’s Top 200. The project also secured placements in Deezer’s Top 100 and YouTube Music’s Top 30.

The film was released on line with BK’s album to amplify the motifs. Shared across BK’s powerful social platforms, including his 1.3 million Instagram followers and 1.3 million YouTube subscribers, fans worldwide are reached.