Rizla and Proximity have partnered up with The Brand Father to bring Rizla back into music. The Brand Father was responsible for translating Rizla’s brand values and brand heritage into a music strategy. We spotted an opportunity for Rizla to facilitate influence within music culture by bringing legendary (live) music and experiences in years to come. Using the music strategy as a starting point, we developed a media approach and set up a content partnership with Dazed as the first campaign of Rizla’s music journey.

Our first project – “Roll The Tape” by Dazed & Rizla – welcomed emerging talent to perform live and talk about their work. At the studio inspired space we hosted performances by UK dancehall queen Alicaì Harley, Eritrean-born, Amsterdam-raised siren RIMON, and multidisciplinary London artist Kojey Radical. Each artist delivered breathtaking performances and offered different perspectives on the year just gone, ruminating on the pressures of social media, missing their fans, and being desperate to get back on stage.

The Brand Father was responsible for client and partnership handling, talent selection and talent handling, overseeing production and managing the delivery process.

Click here to watch all three performances and interviews.