Real magic happens when artists play their music live and acoustic in intimate sessions and venues. Where they can’t hide behind big stages, meticulously choreographed lightshows and backing vocal tapes. For Axe we created Blackstage, a global activation where we invited artists to strip back their music to its bare essentials. The result was pure musical magic.
As part of the global AXE Black campaign, Axe asked Grey Benelux to come up with an activation that could be rolled out globally.
We all know the big, amplified busy concerts. But the real magic happens in smaller, more intimate sessions. That’s where it’s all about essence of the music where the artist can’t hide behind big stages and loud amplifiers.
We created Axe Blackstage. A series of intimate concerts where famous Dutch artists stripped their music back to its essentials, its motto being “Less is more”. We created intimate acoustic concerts which took place in the middle of the night for audiences of only 40 people at a special location in the artists’ hometown. In each country, Axe Blackstage was rolled out with different partners. In Belgium a partnership was established with Spotify and in Turkey the concerts were broadcasted on national television.