Miguel, Bon Iver, Jorja Smith Helped Craft Installations for Undercurrent: an immersive audiovisual experience focusing on the current crisis of climate change
This exciting pop-up exhibit, located at The Jefferson in Brooklyn, New York, has been deemed the first of its kind. Undercurrent is an immersive experience putting music at the forefront, with over 60,000 square feet of interactive installations from some of today’s most exciting musicians, all designed to inspire positive impact around the Climate Crisis. Bon Iver, Grimes, Jorja Smith, Miguel, Jayda G, Khruangbin, The 1975, and many more artists teamed up to deliver audiovisual exhibitions that bring awareness to the cause.
Globally, climate change has already had effects on the environment. Glaciers have shrunk, ice on rivers and lakes is breaking up earlier, plant and animal ranges have shifted and trees are flowering sooner. Effects that scientists had long ago predicted are already occurring: loss of sea ice, accelerated sea-level rise, and longer, more intense heat waves.(1)
To create a buzz and bring awareness to the event, Undercurrent joined forces with AMP3 PR to spread the news about the cause-driven immersive exhibition. “When I first learned about the mission behind Undercurrent, I knew that I was about to embark on one of the most exciting and challenging projects of my short career!”, says Nathaly Hernandez, Account Coordinator at AMP3 PR. “The issue of climate change is more prevalent than ever, so it was important for our team to create the most effective and authentic ways to communicate the artistry and meaning behind each musician’s unique installation.”
Each artist worked together with climate experts to create artistic spaces dedicated to various aspects of the world’s climate crisis, be it ocean, land, or atmosphere, hoping to evoke visitors to take action and save our beautiful planet. (And on a personal note, we left the exhibit feeling incredibly inspired and encouraged to make a change!).
In the months leading up to, and throughout, the Undercurrent exhibition, AMP3 consistently pitched to a variety of print, digital, and broadcast media for press coverage. They secured placements in 51 major publications including Forbes, Rolling Stone, Billboard, HypeBeast, Variety, NBC, CNet, and Time Out New York, just to name a few, resulting in over 1 Billion Media impressions.
In addition to traditional media coverage, AMP3 developed several unique angles to keep the storytelling fresh and newsworthy. Prior to the public opening of Undercurrent, AMP3 put together an exclusive press day for media and VIPs, and we hosted several influencers to help share out the haunting yet beautiful content.
During an interview with Variety Magazine, the co-founders, Milton and Volker shared that “It’s an exciting time to be working and experimenting in the music space, with technology rapidly changing the way that we create and consume art,” and are “…thrilled to be offering music fans new ways to experience work by the artists they love and we hope they leave feeling inspired to take action around the climate.”
Our team was thrilled to work with a client whose goal is to bring awareness to the three non-profit organizations that are fighting the Climate Crisis: Ocean Conservancy, Kiss the Ground, and Global Forest Generation.
This timely collaboration with Undercurrent aligned directly with AMP3’s newest company initiative, AMP3 Impact, created by Alyson Roy, CEO, and Co-Founder.
“Last year, we launched AMP3 Impact – a division committed to helping brands develop and communicate social impact campaigns, so we were instantly excited when we learned about Undercurrent’s mission”, stated Roy.
AMP3 is currently committed to ensuring that at least 75% of their clients are IMPACT brands, and pledge to solely represent social IMPACT brands by 2022, if not sooner. And thanks to Undercurrent, they’re a few steps closer towards reaching that goal.
“We were thrilled to have the opportunity to work on such a meaningful project. As a team, we love the way Undercurrent uses creativity and pop culture to spark conversations about the critical issues shaping our lives,” stated Roy.
AMP3 PR believes that Social Responsibility is no longer a marketing tactic or a differentiator for brands, it’s a necessity.
AMP3 PR is deeply passionate about helping brands to develop and communicate social impact campaigns that promote sustainability, equality, and/or philanthropic initiatives, which support the UN’s 17 Sustainable Development Goals (SDGs), and Climate Action is one of those goals.
AMP3 was extremely excited to embark on a partnership that not only brought awareness to an issue that affects people around the world but also spreads awareness close to home, New York City.
For Undercurrent, AMP3 not only elevated the cause-driven purpose of the event but allowed Undercurrent to contribute to AMP3’s mission of amplifying brands with a meaningful impact.
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