#NextUp

In order to help launch the 2022 Nissan Pathfinder, Nissan & BET partnered with legendary hip-hop producer Just Blaze to launch #NextUp: a contest seeking out the next generation of music producers. After hundreds of submissions, the top three contestants earned mentorship and studio time with Just Blaze to create a new track side by side. The best track created was premiered during the 2021 BET Hip-Hop Awards, changing one lucky producer’s life forever.

Client: Nissan USA
Type: TV, Digital, Social, Contest
Reach: 8.2pt lift in brand recognition

— THE FINALISTS —

Noelle Marie

King Fresh (winner)

Trey B.

ECD: Jose Suaste
CD: Tracey Coleman
ACD: Greg Rogers
Copywriter: Allie Lyke

Director: Tom Goldstein
Vocals/Lyrics: Navelle Hice