Building upon a decade-long legacy of supporting creative talent and charging beyond in creativity, to celebrate 10 years of Vuse, the brand is working with Anfisa Letyago and legendary album sleeve artist Brian Cannon to spotlight unsung music & art talent from around the world and showcase the cities and streets that have inspired them.
BAT’s Vuse is launching a new global platform ‘Street Covers’, spotlighting musicians operating outside of the mainstream and partnering them with artists to revive the lost art of the album cover. Working with Naples’ DJ and producer phenomenon Anfisa Letyago and legendary album sleeve artist Brian Cannon, Vuse will celebrate local artists and the underground scenes that inspire them — creating a global platform for them to be heard.
Over the course of the year, Street Covers will travel around the world from Europe to South America and beyond to peel back the curtain of modern, urban culture in five countries, uncovering the best unsung talent and learning about their local creative scenes. Both Brian and Anfisa will spend time with the artists to explore their relationship with their communities and discover how each city influences their creative processes. The pair will uncover the rich history between music and art – where true creative alchemy happens. Each local musician will create a track that represents their creative journey, while Anfisa will guide them through the physical and emotional process of making and performing ground-breaking music that will captivate a global audience.
At the same time Brian Cannon, famed for creating iconic album artwork for the likes of Oasis and The Verve, will be providing support for local visual artists. With an instinctive ability to connect art and music, he will work with each local artist as they create a visual identity for the tracks — developing a unique design that truly represents their craft.
“The concept behind Street Covers resonates so much with me personally," says Anfisa on the project. "Where we live and spend our time plays a central role in our lives. For me, Naples has formed such a significant part of my journey as an artist – the sounds, the smells, the people – it has all been intrinsic to my story. I’m looking forward to exploring and learning about different music scenes around the world, and to working with a line-up of incredible talent to develop music that represents their unique journeys of creative discovery.”
Anfisa in her role as Global Brand Ambassador will also support the Vuse Driven by Change initiative, offering underrepresented artists opportunities in the world of motorsport.
Brain Cannon adds: “Music is so emotive, everyone has a different relationship with it, so managing to capture the essence of a track within a piece of art is extremely special and something I’ve dedicated my entire life’s work to,” he continues. “I can’t wait to meet the five global artists and embark on this creative journey together, creating visual identities for a variety of genres of music. It’s going to an incredible challenge, and what a fantastic initiative to be a part of.”
John Beasley, BAT's Global Director of Consumer Experience, added: “At Vuse we’re dedicated to discovering and championing unsung talent and we’re delighted to be reinforcing our commitment through the launch of Street Covers. Tapping into the cultural pulse of different cities around the world, we’ll unearth the most exciting local talent who sit outside of the algorithmically controlled mainstream, celebrating the fusion of music and art and reviving the artistry of cover art lost to the digital world, while putting these creative talents on a global stage for all to discover.”
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Watch Making Your Mark with Anfisa Letyago below