Apl.de.Ap is a founding member of the award winning music group, The Black Eyed Peas, a rapper/producer, record label owner, television personality and a philanthropist.
When Pulse Creative was asked to help manage Apl.de.Ap’s brand, the team was faced with a major challenge – maintain his position as a relevant music artist, while kickstarting a myriad of other ventures in his portfolio. This included his music label, BMBX Entertainment, the Apl.de.Ap Foundation (his philanthropic organization), various collaborations and sponsorships with other brands and his numerous DJ gigs around the world.
By developing a brand for Apl.de.Ap himself, our team was able to create the visibility needed to help propel Apl.de.Ap, as well as his multiple ventures, to the next level.
Showcasing the many faces of Apl.de.Ap was part of the brand-building initiative. In this case, it was a simple three-step process – point, shoot and watch him shine in his element.
As a judge on the international talent reality show, The Voice of the Philippines, we’ve designed promotional items for “#TeamApl”, adhering to The Voice’s branding guidelines. Merchandise items included t-shirts, baller wrist bands, button pins and foldable fans.
Prior to our firm partnering with Apl.de.Ap, the artist’s online presence was fragmented. One of our first initiatives would be to create a digital hub that would help to aggregate all information related to the artist himself – his music, social media, blog and his various affiliations. Pulse Creative then started to build a digital ecosystem that included the creation of original content across multiple platforms.
A revamped online presence with no call-to-action is like a Porsche 911 Turbo with no gas. In today’s landscape, video comes hand-in-hand with real digital experiences. With this belief, Pulse Creative traveled around the world to capture all the different aspects of Apl.de.Ap’s life, which included music videos, commercials, original blog content, behind-the-scenes videos, event sizzles – the list goes on and on.
As the Executive Producer of the music video for Apl.de.Ap’s first single from his upcoming solo album, Pulse Creative concepted, storyboarded, shot and edited a gaming-inspired idea from start to finish.
In “Be” (featuring Honey Cocaine and Jessica Reynoso), the over-lying theme of today’s generation hiding behind computer screens came to life after being filmed around the world including the U.S., Philippines, and Azerbaijan. The first-person gaming interface involved motion graphics heavy animation that also included 3D elements, which helped fuse together live action footage and animated assets.
In collaboration with the Philippine Department of Tourism (DOT), a music video and commercial dubbed ”It’s More Fun In The Philippines” was produced. Following the guidelines for the DOT’s current marketing campaign, Apl.de.Ap wrote a song for his native country, while Pulse Creative handled planning, logistics, storyboarding, shooting and editing of the video for the initiative.
Public relations was key to getting the word out no matter what initiative was involved. Depending on the campaign, each PR execution was specifically targeted towards media that catered to the focus demographic.
The world moves at a pace where you can be one social post away from being obsolete. Combined with a newly restructured digital ecosystem and a constant feed of new content, Pulse Creative saw positive gains across all social media platforms for Apl.de.Ap.