Afrobeats artiste 2Baba is inviting Nigerian creatives to apply for the Passion Project. The new initiative, in conjunction with Campari Italian alcohol brand and MTV Base, is aimed at highlighting and unearthing budding creative talents in music, cinema, and style through music videos.
The initiative will see prominent artists such as Oxlade, T-Classic, and Goodgirl LA collaborate on a music video for their upcoming single with an emerging filmmaker and stylist who is pushing the boundaries of their craft. In an interview series to be televised across West Africa online and on MTV Base West, the creatives involved in each video, together with 2Baba, will share what drives their passion and creativity.
Campari, an Italian alcohol brand, says the initiative aligns with its commitment to support the new generation of African creative talent.
According to the organisers, they plan to roll out the Passion Project in West and East Africa in due course.
“I’ve had a long relationship with Campari, and this is the most exciting project I have collaborated with them on,” 2Baba said in a statement published on Music In Africa. “They are going in deep on this one. It’s not just about using artists to endorse their brand, but really working with them and investing in their talent. We are using this project to support rising stars in taking their passion and turning it into their life’s work, into a career and at the same time putting African creativity in the spotlight.”
“The campaign isn’t only for the artists. It also offers fans the once-in-a-lifetime opportunity to connect with the artists they look up to, and to share the spotlight with them by featuring in one of the music videos,” a statement says.
For more information on entries and competition T&Cs, visit http://camparipassionproject.com/
