With the BMW XM, the new luxury portfolio flagship from BMW M, the brand is heralding a new era. Alongside motorsport performance, expressive lifestyle is taking center stage - and appealing to a new mindset among the community, but above all among new target groups. A YouTube film as part of the "50 Years of BMW M" campaign is intended to express this mindset and point the way to the future of the brand.

The communication is primarily focused on the core markets of the USA, China and the Arab Emirates. For the corresponding target groups, the focus is particularly on a luxuriously expressive image.

Chief Adjuah is no ordinary jazz musician. With his self-created genre "Stretch Music" he not only continually pushes the boundaries of jazz, but also finds a habitat for his music in various other genres. Since the BMW XM also challenges the boundaries of its category, the film's sound and visual language had to reflect this.

During the filming, the chief let himself be influenced by the images and the atmosphere on set and performed the first parts of the music live on location. In a subsequent studio session, these parts were expanded, and a musical motif was developed, with the intention to guide the audience through the film. This motif was then used as a basis for composing the final track. The interplay of the trumpet solo, trap and rap sounds is as extraordinary and genre transcending as the new BMW XM.