LG Electronics has partnered with Pretty Lights, the musical project of the electro soul hip-hop pioneer Derek Vincent Smith, in developing and creating the official music video for his single, Around The Block, from the new studio album, A Color Map of the Sun, debuting July 2.  New York-based ad agency, strawberryfrog, curated the collaborative partnership between LG and Pretty Lights, which included the development, orchestration and filming of the official music video.  Pretty Lights’ creative approach and artistic vision is complimented by the widescreen and multitasking capabilities of the LG IPS 21:9 UltraWide Monitor.

 

Music video impresario Anthony Dickenson directed the Around the Block video. The video first debuted at the Coachella Festival, and is now officially launching on the LG’s Youtube channel: http://www.youtube.com/watch?v=sUBzjL2XN9Q. Additionally, a "making of" video was shot by Vice Magazine and will appear online as well.

 

Instead of promoting the LG IPS 21:9 UltraWide monitor in the traditional way, through a demonstration or TV commercial, strawberryfrog recommended partnering with a massively popular artist whose music video retells the story of Smith’s artistic vision being realized through the use of the LG monitor. Smith has a unique creative approach, one that benefits from the wide screen and multitasking features of the LG monitor.

 

“We’re extremely pleased that Pretty Lights elected to include LG’s UltraWide monitors in his creative new music video,” said Il-geun Kwon, vice president of the LG Electronics IT Business Unit. “Around the Block demonstrates the exceptional multitasking functionality of our uniquely proportioned monitors. Well suited to the needs of recording artists, sound engineers and producers, the UltraWide has enough screen real estate to display mixing software, editing tools, multimedia files and an internet browser at the same time.”

 

Kevin McKeon, chief creative officer, strawberryfrog, stated, “LG has an amazing product in the IPS monitor and we felt the most effective way to highlight it’s features was to show it being used in a situation our viewers could relate to.  Pretty Lights is a master of his craft and seeing him create music and multi-task on the monitor, was the most inspirational way of telling the story.”

 

The two-CD collection will contain the 13-song album A Color Map of the Sun plus a second album, Live Studio Sessions From A Color Map of the Sun. Fans can pre-order the two-album set now in CD or digital formats at www.prettylightsmusic.com, where a vinyl edition of the 13-track A Color Map of the Sun is also available.

 

 

 

Creative Credits

 

Client: LG Electronics

Creative Credits: Around The Block
Agency: strawberryfrog

Agency Location: 60 Madison Avenue, Penthouse, NY, NY 10010

Executive Creative Director/s: Kevin Mckeon

Creative Director/s: Ian Falcon
Copywriter: Ian Falcon
Art Director: Stephanie Krivitzky 
Producers: Amanda Ormerod (Producer), Patrick Oliver (Music Producer), Afsaneh Berjis (Director of Production)

Account Director: Taleah Mona-Lusky

 

Photographer: Michael Belcher (Director of Photography)

Production Company: Walter Pictures
Director: Anthony Dickenson
Producer: Lia Mayer-Sommer 
Producer: Elise Majorossy (Production Manager), Handan Kolali (Producer’s Assistant)
 
Editorial Company:  Union Editorial, New York

Editor: Mike Calao, Union Editorial

Producer:  Sara Mills, Producer, Union Editorial

Sound Design and Final Mix: Adriana Machado, Union Editorial