Afrobeats and the African sound in general are becoming a global wave. And due to the genre’s worldwide appeal, the artists and engineers behind the sound are getting the recognition they’re due. International brands are scooping up young black talents to push their products by getting into contracts with them, because everyone now knows black is the new cool. Always has been, frankly.
Top brands, Tommy Hilfiger and Burberry recently scooped up Tems and Burna Boy, respectively, to represent the separate brands and participate in their brand advertisement campaigns where they flex their star power. Of course, deals of this nature are usually accompanied with big bags.
The fall Tommy Jeans advertising campaign for PVH Corp.-owned Tommy Hilfiger, featuring Tems, a singer, songwriter, and producer, has already been made available. Tems, a native of Lagos, Nigeria, is the star of the campaign video with assistance from the skateboarding crew Wafflesncream and the Alte artists Lady Donli and Dami Oniru. Akinola Davies Jr., a resident of the Nigerian diaspora, directed the commercial, and Joshua Woods, a photographer based in Harlem, took the photos.
Burna, on the other hand, is celebrating the holidays season with Burberry. Shakira and Burna Boy have been presented by the opulent British company as the faces of their newest campaign, “The Night Before,” which was shot and directed by Torso.
In a short film for the campaign, Burna Boy strolls amid gentle snowfall while wearing a quilted nova check jacket with black angel wings attached and a Santa-like sack printed with the house’s distinctive print and filled with gifts.