J’Something collaborated with Converse on a project that combines the appreciation of music and creativity for the #CreateAtHome campaign. Two respective artists have been selected out of a pool of over 1000 entries for the incredible opportunity to collaborate with him on a track. The winners are: S’phiwe Moya and Aidan Fraser.
Converse’s #CreateAtHome campaign introduces a new way the brand is working with its communities across the globe, challenging people to share their creative work. Converse will select content to fuel its social channels and more importantly, work with creators to commission work with the brand on formal projects.
In South Africa, the brand is partnering with J’Something to elevate new voices through #CreateAtHome. Both artists selected has a unique factor: S’phiwe Moya’s flow, energy and her ability to bring lyrics across and Aidan Fraser’s unforgettable tone and character. The final track shows a range of diversity and versatility in music.
The song is titled ‘Wish you were here’ and the inspiration behind it relied on the selected artists as well as the current lockdown situation. The production process has been incredibly fulfilling for all three artists including J’Something co-producing and Jay Em editing each artist’s part that was sent via voice note, a process that is deemed unconventional with a stellar end result. When asked about the importance of this campaign, its timing and having it aligned with the brand, J’Something replied, “I wanted to plug into my favourite creative output, which is music, and I partnered with Converse to create an opportunity that will inspire individuals to push creativity within the music avenue. The long-standing relationship that I have with the brand laid the foundation for the project. I felt that the concept was brand-aligned, the timing was right and honestly, I just love Converse.”
|In statements presented by the selected artists, here’s what they had to say about the opportunity and the journey thus far:|
“The exposure has been great with people commenting on my social media pages and mentioning that we should collaborate. I am so grateful for the exposure and I am excited to move forward as a solo artist and having an opportunity to jumpstart my career.” – S’phiwe Moya
“I remember thinking “If I enter, what are the chances that I will I even win?” I have been singing since I was young and the fact that this is happening is quite awe-inspiring. When I found out I won, it almost felt like peace and solidified the belief that you can follow you dream but you have to be patient.” – Aidan Fraser
“The opportunity to make music with these artists and produce this experience in its entirety has been a highlight for me and I hope that the song will make people smile.” #CreateAtHome