The Virtual Music Revolution

Grammy-winning artist Chance the Rapper has been busy in quarantine, not only collaborating with Vic Mensa and Justin Bieber and supporting the community with his nonprofit SocialWorks, but also performing 11 innovative virtual concerts. These performances redefine what it means to experience music remotely and leverage brand partnerships with the likes of Verizon and Ralph Lauren—though Chance keeps the rights to the performances. “My favorite thing in the world is performing—but I do really think that virtual concerts are the future,” he said.

Learn how Chance is reimagining music, film and virtual experiences in Adweek’s special edition digital cover story, and watch an exclusive interview with him.

Also on the subject of live music…

Sunday’s 78th Annual Golden Globe Awards, held virtually for the first time this year, may be a night the Hollywood Foreign Press Association would rather not remember, given that the NBC telecast was marred by technical issues and frequent criticism from hosts and attendees about the lack of diversity in the organization’s ranks. But streamers like Netflix—which led the pack with 10 wins—will not look to forget the ceremony any time soon. Kelsey Sutton rounded up the night’s highs and lows.

In a country still navigating the fallout from a divisive presidency, a year of enduring the pandemic, massive shifts in the social justice climate and more, brands need to be more cautious than ever with their choice of language. For instance, Walmart launched its private clothing brand Free Assembly in September as a nod to the First Amendment. But following the riot at the Capitol in January, the brand name may ring a bit differently to some consumers than it did prior. 

Explore the data behind the psychology of polarizing topics and what triggers strong responses from consumers.

UPS boxes may be some of the most recognizable packaging in the U.S., so it spoke loud and clear when the company commissioned artist and small business owner Sophia Yeshi to create a bold, vivid design to change things up for the first time in 114 years. The bright, optimistic imagery shows a diverse group of people climbing stairs together. See what it looks like and learn why UPS broke tradition to feature this design.

Briefly:

Snickers’ “You’re not you when you’re hungry” messaging continues in a newly released (but previously filmed) ad from BBDO Düsseldorf that features Liverpool soccer manager Jürgen Klopp playing a frustrating game of football. Watch here.

The Adweek Experiential Awards celebrate creativity, originality and entrepreneurialism in experiential brand marketing. Don't miss the chance to bring deserved recognition to your teams succeeding in the experiential space.

Submit your entries in one (or all) of the 34 categories, including the new virtual and cause-related categories, before entries close on March 1.

This convergence is just one of the retail trends to watch for in 2021.

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Partnership with Outfront Media showcases positive images of community and relaxation.

A campaign featuring a Black baby increased sales.