SKY-HI is a rapper and CEO of the label BMSG. Our challenge is to declare the first-ever collaborative song by all 15 BMSG artists. We turned the city into a branded experience.

We covered the city with a multitude of billboards stating “Entering a New Chapter” alongside mysterious hashtags.

We activated people in the way only SKY-HI can do.

People searched the city for the billboards, shared and talked about them online. And “THE ANSWER IS FROM THE SKY”, BMSG tweeted.Then people shared their findings. Finally, after a few days, BMSG revealed the answer. All billboards could be connected to disclose the hidden message "9.17," which meant September 17th. People realized something would happen on that day. SKY-HI’s message created a big buzz. On September 17th, a new song called NEW CHAPTER was performed at the BMSG music festival and released as a surprise.

No.1 on Amazon Music digital music ranking on September 18, 2022

No.1 on iTunes Hiphop ranking on September 18, 2022

No.1 on YouTube trending ranking on September 18 & 19, 2022

“Literally SKY-HI”. People reacted and were entertained. ’SKY CYPHER’ brought people together by connecting them through offline/online communication in this divided era.