Audi A3’s campaign, #paidmydues, focuses on people determined and working hard in their respective fields, providing them with a platform to tell their stories of struggle and accomplishment that have transformed their lives. #paidmydues was launched by a live-streamed, full day event from Santa Monica Airport’s hanger 8 on May 7th, gathering an Audi-curated group of 15 creators, musicians, filmmakers, artists, and performers who have paid their dues. Featured creatives include graffiti artist Madsteez, freestyle rapper Oddisee, comedy troupe Upright Citizens Brigade, chef Jordan Kahn, comic book creator Jim Mahfood, DJ Dam-Funk, and animators Oh Yeah Wow, among others. Their stories, creations, and performances encouraged others to do the same with a contagious objective to share the inspiration with others.
With branded content, comes branded music. Listen stepped in and created original music to:
- Tie multiple stories together through an original main theme track and six variations in different styles
- Create music congruent to Audi’s branding
- Connect with Audi’s target audience
We were happy to "pay our dues" with this project in the ongoing pursuit of helping brands utilize music to strengthen the connection with their audience.