Greg & Lio's 'Makeba' Music Video is an Alchemy of the Arts in South Africa

The idea behind French singer Jain's 'Makeba' music video is a perfect embodiment of Art Bridge’s philosophy of aggregating talents from art and technology to create unique works that are vectors of curiosity and emotion. These collaborations are designed for a variety of forms, ranging from films and installations, events and experiences, social media content and applications, to even objects. This allows the team to produce exceptional communication for brands to differentiate themselves, and to stimulate a conversation around its image.

Directors Greg & Lio of Quad Productions (who also directed Jain's 'Come') saw 'Makeba' as an ideal opportunity to work with different artists and asked Art Bridge to support them on this creative adventure. For this project, Art Bridge brought together internationally renowned french designer Agnès b. (who created two original dresses), The Perfect Storm, a Pantsula dance crew from Soweto (Johannesburg), renowned French street artist L'Atlas for the design of Jain’s sampler podium, and also features South African artists Karabo Poppy and the street artist R1.

Each artist built a bridge that converged on this project, creating a unique piece of film art that inspires interaction. For Jain's fans, this music video is not only marketing content, it’s also a way to discover her world, as well as different cultures, artistic expressions: What Jain is about.