MIXMAG x VUSE – STREET COVERS
Agency: The&Partnership
The challenge
In the digital age, underground artists struggle for exposure, and album cover art has lost much of its cultural power – making it harder for emerging talent to break through.
The idea
Bring album art back to the streets. Use cities themselves as canvases to celebrate underground music and visual culture, giving artists a platform that feels physical, global and culturally relevant.
The work
A Mixmag-led, social-first campaign spanning Dubai, Barcelona, Medellín, Johannesburg and Liverpool. Working with DJ Anfisa Letyago and artist Brian Cannon, we paired underground musicians with visual artists to create city-specific “Street Covers,” brought to life through behind-the-scenes content, live drops and artist takeovers. Each collaboration unfolded in real time across social, engaging a global audience.
Role
Creative Director Team – concept, creative direction and campaign framework.
