Event Marketer Summer 2023 - 34

BEST ENTERTAINMENT
EVENT
EX AWARD WINNER
CAMPAIGN: The Crown We Never
Take Off
CLIENT: Prime Video
PARTNER: BLACKHOUSE
Truth be told, Art Basel Miami has historically
been a predominantly homogeneous event
for the well-to-do. So ahead of the season
one premiere of " Riches, " Prime Video
wanted to disrupt the prestigious affair with
a program that provided a safe space for the
Black community at and around Art Basel,
showcased work by Black artists and built
credibility for the brand within the art world-
all while driving buzz for the new series. Enter:
The Crown We Never Take Off, an art exhibition
inspired by the show that aimed to embody the
essence of Black beauty and culture.
As a first-timer at Art Basel, Prime not only
wanted to enter the conversation and elevate
the Black art community, but also ensure
that its presence didn't feel like a corporation
forcing its way into the art space. Accordingly,
The Crown We Never Take Off focused on the
African diaspora with events and touchpoints
built to amplify the theme and an impressive
collection of artwork featuring 15 artists from
Cameroon, Ghana, the Caribbean and the U.S.
Each piece challenged onlookers to explore art
from new perspectives. The work even reached
beyond the gallery walls, with a giant mural of
a Black woman with a sprawling " crown " (her
hair) painted on the exterior of the building.
Exhibition programming included 11
performances by Black artists. The stage
design included digital imagery on retractable
scrims that pivoted, transforming the stage
set to highlight various visual artworks being
featured, and also elevating the djs and
other performing artists (like a spoken word
performer) hosted over the weekend. And,
adding authenticity to the effort, production
was powered by 20 women-, Black- or
minority-owned businesses.
Influencer partnerships were also critical.
At an event where countless brands are vying
for attendees' attention, it was essential
that content creators were drawn to the
exhibition and would ultimately amplify
it. The entertainment acts that performed
throughout the weekend were also chosen
based on their large social followings, while
a partnership with Amazon Music further
extended reach via cross-promotion.
The campaign was a royal success, with
more than 1,600 attendees sweeping through
the event space, $17.2 million dollars in earned
media value and more than 2 million media
impressions.
34
EVENT MARKETER SUMMER 2023
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