Beats asks; do you love me?
In a new campaign for Beats by Dr. Dre Black people pose the question of whether the wider world loves them, or just their culture, in this stylishly provocative spot.
Credits
powered by- Agency Translation/Brooklyn
- Production Company PRETTYBIRD
- Director Melina Matsoukas
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Credits
powered by- Agency Translation/Brooklyn
- Production Company PRETTYBIRD
- Director Melina Matsoukas
- Executive Producer Matt Flaherty
- Producer Dustin Grant
- Executive Producer Ali Brown
- Head of Production Rika Osenberg
- DP Malik Sayeed | (DP)
- Music Premier Music Group
- Production Designer Jahmin Assa
- Edit Company/Finishing Spot Welders
- Editor Robert Duffy
- Color Company Company 3/Los Angeles
- Audio Post Heard City
- Audio Mixer Philip Loeb
- Sound Design Ballad
- Editor Andrew Morrow
- Creative Director Ritesh Gupta
- Creative Director Castro Desroches
- Executive Creative Director Jason Campbell
- Senior Art Director Rachel Leathers
- Senior Copywriter Steve Horn
- Talent Dominique Armani (Lil Baby) Jones
- VO Tobe Nwigwe
- Talent Naomi Osaka
- Talent Bubba Wallace
- Chief Creative Officer Sam Bergen
- Director of Production Mike Refuerzo
- Global Creative Director Diallo Marvel
- Senior Producer Tessa Banks
Credits
powered by- Agency Translation/Brooklyn
- Production Company PRETTYBIRD
- Director Melina Matsoukas
- Executive Producer Matt Flaherty
- Producer Dustin Grant
- Executive Producer Ali Brown
- Head of Production Rika Osenberg
- DP Malik Sayeed | (DP)
- Music Premier Music Group
- Production Designer Jahmin Assa
- Edit Company/Finishing Spot Welders
- Editor Robert Duffy
- Color Company Company 3/Los Angeles
- Audio Post Heard City
- Audio Mixer Philip Loeb
- Sound Design Ballad
- Editor Andrew Morrow
- Creative Director Ritesh Gupta
- Creative Director Castro Desroches
- Executive Creative Director Jason Campbell
- Senior Art Director Rachel Leathers
- Senior Copywriter Steve Horn
- Talent Dominique Armani (Lil Baby) Jones
- VO Tobe Nwigwe
- Talent Naomi Osaka
- Talent Bubba Wallace
- Chief Creative Officer Sam Bergen
- Director of Production Mike Refuerzo
- Global Creative Director Diallo Marvel
- Senior Producer Tessa Banks
Beats by Dr. Dre has released a new campaign directed by PRETTYBIRD's Melina Matsoukas, the director behind feature film Queen & Slim and TV shows Master of None and Insecure.
Scored by Grammy award-winning Solange Knowles and narrated by independent artist Tobe Nwigwe, the film features everyday people side-by-side with rising superstars Naomi Osaka, Bubba Wallace and Lil Baby, as well as activist Janaya Future Khan.
Called You Love Me, the film, created by Translation New York, has a focussed message: “You love Black culture, but do you love me?” Many of the cast and creatives attest to having had the experience of the world actively loving their work - be it their music, their art or their athletic achievements - while also seeing their community oppressed and regularly under attack. The campaign highlights how the conversation around the Black experience should not solely be about injustice; however, in celebrating and showcasing Black joy, it delivers a statement in itself.
"The influence of Black culture extends beyond their demographic, and yet their voices are often muted when it comes to attribution and opportunities," said Steve Stoute, Founder and CEO of Translation. "Beats, Translation and everyone involved wanted to create a piece that would let our next generation know that they are seen and they are heard and they are enough. Beats was founded and named after a Black man who has always been a voice for the youth, and we are eager to continue using the platform he built to help amplify Black voices now and forever."