As one of the main mass media outlets put it "Beyond an album, ‘Bluesman’ is a concept".

In all of our communication assets, we carried direct, objective writing, from black to black. Seeking to give a sensation of conquest through the idea of "Blues", a genuinely black rhythm, dialoguing in a contemporary way, without sticking to historical-cultural failures: recognition in music, financial return, but socially segregated.

All of the artistic touch points were design to ignite self-esteem and a sense of belonging that resignified black culture and inspired a nationwide movement of black individuals assuming themselves as “Bluesmen”.

Brazilian Social Context:

Black Brazilians earn 42% less than white Brazilians.

They have more than twice the chances of being killed.

they make up 64% of the prison population.

And are less than 5% of business executives.

The country's new president - Bolsonaro - said in a public event that black individuals don't do anything. They're not even useful to procreate.

It was in this context that Baco created his second album "Bluesman". The Blues is the first rhythm to enrich the black in a white segregated environment, so Baco Exu do Blues appropriates the rhythm to cry out against everything that represents racism in a society still enslaved.

To launch his album, he asked us to amplify its impact as a manifest against the institutional racism that would be able to empower the black community.

On to of promoting the songs, we wanted to spark a movement using powerful visuals and messages. The 8-minute short film, revealed the unconscious racism within the spectators. Scenes were shot at a local symbol of black resistance, casting was predominantly made of African immigrants and provocative visuals re-interpreted historical white dominance symbols.

The visual concept of the disc is based on the correlation between black and silver. The preciousness and purity of the two elements, overshadowed by an imposed submission. Silver consists of a chemical element that is characterized by being precious and metallic. The black color is the blend of all basic colors, the pure color. Despite this purity, both are always placed below their opposites, which are gold and white. In protest, we assumed the concept of silver and black within a social process, from the search for valorization and self-recognition.

In all of our communication assets, we carried direct, objective writing, from black to black. Seeking to give a sensation of conquest through the idea of "Blues", a genuinely black rhythm, dialoguing in a contemporary way, without sticking to historical-cultural failures: recognition in music, financial return, but socially segregated.

All of the artistic touch points were designed to ignite self-esteem with a call to action for black pride, which inspired a nationwide movement of black individuals assuming themselves as “Bluesmen”.

With this positive visual messages, Baco Exu do Blues gain the empathy and love of millions of new fans.

Since we didn’t have media budget, our strategy focused on creating powerful and meaningful topics of interest for the audience. The project was launched in all of Baco Exu do Blues social media platforms. The digital campaign focused on Instagram stories and Facebook posts, where the artist explained every detail of the music short-video and the concept behind the art direction of the album and visual assets. The photography used a mix of settings and treatments to make black skin standout, both in the visual sense but also conceptually. The photography scenes were thought of as an ode to black culture. Placing black men and women, not as the usual underdog, but as Bluesmen: protagonists of a life that’s happy and free.

Bluesman ignited an important debate on institutional racism. It resignified black culture and rocketed Baco from the underground of rap to the mainstream of music.

With a visual communication designed to empower the black pride, a nationwide movement of black individuals assuming themselves as “Bluesmen” spread across social media.

It gained the mainstream media with powerful headlines like "Beyond an album, ‘Bluesman’ is a concept”; “It breaks the stereotypes of Blackness imposed by society”; “A fight against oppression”; “An outburst against racism”; “A knockout punch”; “Baco has awakened us”

With all this attention, Bluesman was recognized as Album of the Year by Rolling Stone. An epic achievement for a little known rap artist. Since this launch, his live shows sell out in 24h.

The music video won amazing recognitions: Vimeo StaffPick, Best Music Video at the FilmCon and Rio2C Brazil and it's a finalist on Berlin Music Awards.