ABOUT

EI led strategy and creative development of the 1800 Seconds campaign. For the program’s inaugural year, Pusha-T selected ten rising artists to each write and record a track, released as a compilation album on major streaming platforms. From producing a 12-minute film to creating the album art and advertising, we wanted every part of this campaign to feel as refreshingly real and authentic as the music itself.

For the album launch, we implemented a social strategy that was rolled out across artist, influencer, and brand channels. Social media has been the biggest source of traffic to the 1800 Seconds microsite, thanks to ongoing organic posts by the artists.

One month after launch: 2.5m YouTube views, Instagram reach: 3m+, Significant Nielsen rank increase.

Notable 1800 Seconds coverage includes Pitchfork, HYPEBEAST, Uproxx, VIBE, The Source, and BET.