The Tech&Soul agency, in partnership with B3, KondZilla and Pinacoteca de São Paulo, launches the campaign Art Hitswhich combines art and music to democratize cultural access. With an innovative concept, the action presents works from the Pinacoteca collection as song covers on Spotify, connecting the universe of high art to the daily lives of young people, in an unprecedented exhibition within the platform. More than a promotional action, the campaign seeks to create an artistic immersion experience for the public, encouraging visits to museums sponsored by B3.
Challenges in Creating the Campaign
According to Flavio Waiteman, CCO at Tech&Soul “Creating the campaign was a challenge that required a careful combination of concepts and ideas. The main objective was to not only present the works of art, but also to establish a meaningful connection between them and popular music.”
Flávio further explains that the planning began with the observation that 82% of Brazilians consume culture mainly through streaming platforms. “Music is the main way of accessing culture in the country, so our idea was to create a ‘feat’ between the most popular styles in Brazil and erudite works of art,” says Waiteman.
The Curation of Artists
One of the main obstacles faced by the team involved in the campaign was avoiding a simplistic approach, which was limited to associating a song with a work of art. This required collaborative work with KondZilla and Pinacoteca, where the history of each artist and the intention behind their works were discussed. Flavio emphasizes that the process required a careful “sewing” of narratives: “It wasn’t simply taking a painting and saying that this painting here has to do with this song. It was a great job of unifying stories that connected the artists and their works.”
The artists selected for the campaign, such as Ebony, MC Kekel, MD Chef and Tropkillaz, were invited to choose works that spoke to their songs. This curation process was essential to ensure that the synergy between the songs and the works was authentic and impactful. Claudio Kalim, founder and CEO of Tech&Soul, highlights that the goal was to show people that art is present in their daily lives. “We want to bring art closer to people’s lives and show that music can be a powerful way of accessing culture,” explains Kalim.
Encouraging Cultural Engagement
To further increase cultural engagement, the campaign encourages the public to share their own suggestions for songs that match the museum’s works, promoting ongoing dialogue. This approach expands the scope of action, allowing the project to go beyond the artists’ initial choices. “This campaign is more than just publicity; it offers a new look at how music and art can talk, encouraging the public to see the museum as an accessible space,” adds Waiteman.
The distribution of free tickets to museums sponsored by B3 reinforces the brand’s commitment to cultural democratization. Kalim notes that “measuring the impact of a cultural campaign is a challenge, but free tickets help attract people to see the works up close, strengthening B3’s bond with the public and expanding the reach of visual arts in Brazil.”
Transforming Access to Culture
Tech&Soul stands out as an agency that invests in culturally relevant campaigns, and the partnership with B3 reaffirms its purpose of bringing brands closer to people’s everyday lives in an authentic way. By providing an experience that combines music and art, Tech&Soul not only highlights the importance of B3’s cultural investment, but also redefines the way in which advertising campaigns can transform access to culture.
The Art Hits campaign is available on Spotify and Pinacoteca, inviting everyone to explore these connections between two seemingly distinct universes.
Check out the campaign video:
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