As part of their social creative rollout across the US, Europe and Latin America, Amazon Music wanted to share LGBTQ+ artist stories with music lovers during Pride Month. But there are those within the community who are unable to hear these stories: the hearing impaired, who experience music through vibrations but, as far as lyrics and storytelling, are missing out on the full experience.
So how does Amazon Music connect with this often ignored population, many of who are queer, and who enjoy music just as much as their hearing-centric counterparts? Through Brandon Kazen-Maddox, an innovative sign language storyteller.
Brandon is one of a growing number of sign language interpreters that specialise in the performing arts, specifically around music and dance. Part of the LGBTQ+ gender non-conforming community, Brandon’s passion is to bring artistic works of sign language to all music lovers.
By having an engaging artist like Brandon share their story across multiple platforms — including Instagram, Facebook and Twitter — this exclusive Proud video will be appreciated, enjoyed and shared by both the hearing and hard of hearing community, ensuring Proud is visible to a wider audience.
This professional campaign titled 'Making Voices Visible' was published in United Kingdom in June, 2021. It was created for the brand: Amazon Music, by ad agency: Laundry Service. This Content medium campaign is related to the Music industry and contains 1 media asset. It was submitted over 2 years ago by Seiko Angelo of Seiko Angelo.
Advertising Agency: Laundry Service, London, United Kingdom of Great Britain and Northern Ireland
Chief Creative Officer: Jason Marks
Executive Creative Director: Daniel Nunez
Creative Directors: Seiko Angelo, Valentina Sulbaran, Chris Kitahara, Nath Mallon
Art Directors: Seiko Angelo, Jonny Flynn
Copywriter: Seiko Angelo
Copy Supervisor: Beth Manning
Motion Designer: Nils Andersen
Animator: Nils Andersen
Editors: Nils Andersen, Dafydd Jones
Account Director: Romilly Lynn
Account Supervisor: TJ Johnson
Social Media Strategists: Richard Langrish, Natasha Copeland, Will Edem
Project Managers: Danielle McCier, Gemma Stronach
Creative Services Traffic Manager: Monika Magiera
Illustrator: Leandro Assis
Typographer: Leandro Assis
American Sign Language Artist: Brandon Kazen-Maddox
Director: Kevin Newbury
Director Of Photography: James Daniel
Audio Engineer: Garth MacAleavey
Vocal Coaches: Claudia Gawlas, Giada Mattein
Brand Consultants, Amazon Music: Eva Kao, Ellie Toomb
Label Relations Manager, Amazon Music: John Farrey
Senior Global Social Media Manager, Amazon Music: Cara Hessels