1 RAP CONCERT
10.000 FANS
IN THE
MOST iNFAMOUS
NEIGHBOURHOOD
IN ITALY
My role in this project:
Responsible for the production of partner content.
Partners: Adidas & Plenitude
Key Learnings:
The concert was held in the Naples neighbourhood of Scampia, arguably Italy’s most dangerous area. Working with locals and bringing them onboard by showing them I knew what I was doing was the only way to make things work.
WHAT IS RED BULL 64 BARS LIVE?
It’s one of Red Bull’s biggest music events and the biggest rap event in Italy.
Once a year, it brings together artists from the Red Bull 64 Bars project and some of the biggest names in Italian rap, performing on a huge stage in front of around 10,000 people. It is also streamed live and reaches around 100k concurrent viewers.
The concert is deliberately held in neighbourhoods and locations where few other brands would dare to go. Over the years, it has become a symbol of street culture, authenticity and resilience.
Event production by AADV Entertainment
OVER 100.000 PEOPLE TUNED IN LIVE
CONTENT FOR ADIDAS & PLENITUDE (EVENT PARTNERS)
Edits by Handfactory
ON STAGE
IN THE PRESS
