Universal imprint Top Notch partners with Netherlands telco for song series

PRESS RELEASE:

In the Netherlands Universal Music’s hip hop label, Top Notch, partnered with youth Telecom brand, Hi (KPN), to create a unique branded content series. The content was aimed at people aged 18-24 years old. Dutch hip hop artists were picked up in a Chevy Surburban truck to create a new track resulting in 8 episodes/music videos and a series of tracks released through Spotify.

Hi The Pickup is a series of 8 online video episodes created for Hi. Every 3 weeks a new video episode is released online at hi.nl/thepickup. In the episodes it’s all about a big American Chevy Suburban truck, in which Uriah (a famous character from the Hi campaigns) picks up various artists.

In each episode a new combination of hip hop artists create a new track based on a beat which is provided by a famous or upcoming producer. The new track is recorded in the pickup.

Afterwards the track is mixed and mastered, after which the music video is premiered at hi.nl/thepickup (via YouTube) and the track is released on Spotify. The tracks are exclusively released on Spotify as part of an existing Spotify & Hi bundle subscription service.