MUH-TAY-ZIK & Rapper Crown Take Back the Town for New Amsterdam Vodka

Creative agency and production company MUH-TAY-ZIK | HOF-FER teamed up with Brooklyn rapper and recording artist Crown for New Amsterdam Vodka’s national campaign, “It’s Your Town.” Two of the spots, “Anthem” and “All Rise” feature tracks from Crown’s debut album, “All Rise” (Caroline/Capitol) out later this year. After featuring the track “Love My People” in “Anthem” – the campaign’s kick-off spot – MUH-TAY-ZIK | HOF-FER worked closely with Fasho Records and Crown to develop “All Hail Now,” the soundtrack for the newest spot “All Rise,” which aired June 30th.

John Matejczyk, Co-Founder and Executive Creative Director at MUH-TAY-ZIK | HOF-FER and ACD Josh Bogdan worked with their creative team and New Amsterdam Vodka to come up with the campaign theme “It’s Your Town,” based on the idea that young people feel they are at the heart of the city in which they live. With that “ownership” comes official responsibilities to get out, not just to enjoy the city, but also to make social contributions. That sense of “officialdom” led MUH-TAY-ZIK | HOF-FER to Beacon Street Records, where together they crafted just the right optimistic and anthemic qualities in Crown’s songs. Both MUH-TAY-ZIK | HOF-FER and Fasho Records describe the subsequent collaboration as among the best either company has ever experienced.

Crown represents a departure from the status quo of the pop music landscape. Whit his street-tested flow, the Brooklyn MC delivers reality raps over lush beds of sound profided by his dynamic band the M.O.B., and drops indelible knowledge in his rhymes.

Credits

Client / NEW AMSTERDAM VODKA

Title: ‘Anthem’

launch: 11/11/13

Title: ‘All Rise’

launch: 6/30/14

Agency / MUH-TAY-ZIK | HOF-FER

ECD: John Matejczyk


DIRECTOR OF STRATEGY: Matt Hofherr

EXECUTIVE PRODUCER: Michelle Spear

PRODUCER: Jake Grand

CD / ART DIRECTOR: Diko Daghlian

ACD / COPYWRITER: Josh Bogdan

ACCOUNT SUPERVISOR: Carolina Cruz-Letelier

Production / PARTIZAN


DIRECTOR: Nima Nourizadeh


DP: Ken Seng


CEO/EXCUTIVE PRODUCER: Shelia Stepanek

EXECUTIVE PRODUCER: Lori Stonebraker

LINE PRODUCER: Richard Weager

Editorial / ARCADE EDIT


EDITOR: Kim Bica


ASSISTANT EDITOR: Dean Miyahira

PRODUCER: Ali Reed /Jonlyn Williams

Colorist / CO3


COLORIST: Sean Coleman

Music: CROWN & M.O.B. via BEACON STREET STUDIO

Label: Fasho Records

Graphics: MK12

Finishing: BRICKYARD VFX


VFX LEAD ARTIST: Patrick Poulatain

VFX ARTIST: Mandy Sorenson


VFX ARTIST: Chris Sonia


CG ARTIST: David Blumenfeld

PRODUCER: Linda Jackson

EXECUTIVE PRODUCER: Jeff Blodgett

Photographer: MARK HUNTER (COBRASNAKE)