Entry Description (Please limit to 500 words)*
MI&C worked with Kanye West to broadcast his Yeezy Season 3 collection and premiere his album, The Life of Pablo, direct from Madison Square Garden, in collaboration with visual performance artist Vanessa Beecroft.
The collective global listening party was broadcast live to fans in 765 cinemas in 26 countries. Fans reacted to the broadcast en masse, responding in real time to surprise artist collaborations and Naomi Campbell's runway reveal across their social channels. The social conversation eliminated the IRL/URL divide with an active, simultaneous exchange between global fans, celebrities and audience attendees at MSG.
For a show of this magnitude, the experience achieved was incredibly transportive yet intimate. The cinema, internet, and Madison Square Garden audience alike, was essentially invited to a personal jam session with Kanye spontaneously playing music from his laptop and jamming with friends dancing nearby. The rule-breaking event matched West’s iconoclastic artistry, allowing a globally engaged audience to experience the Yeezy collection and album premiere.
Please describe the user experience of the project. Feel free to include links if applicable.*
The live broadcast was filmed with dynamic cinematography and slow, poetic editing. The result was elegant, dramatic, and felt personal for the cinema and internet audiences. The footage was filmed for full HD and surround sound, to create as close an experience as possible. Ultimately, this show was the most written about event of the Spring 2016 fashion season.
To watch Yeezy Season 3 and the global listening party of The Life of Pablo in its entirety, visit Tidal.com.