Underground - A Chevy Branded Series
Chevy Underground Sound is an authentic eight part series highlighting stories of underground music scene in NYC, CHI, SF, and LA. This series explored how millennial generations today experiences, crafts, and shares their passion beyond the digital landscape. There is a rise to more experiential and personal connections to music when you take the time and care to physically journey to it. Often the music scene is overshadowed with the arms race of streaming services, but its an extremely personal thing.
The alignment of this campaign with the care and attention that Chevy is giving to make sure their small cars line cares about the person inside it is at its surface a soft connection, but when you dive deeper its an easy fit, as most of our exposure to music and the time you get to truly blast it out loud without care is when you are in your car.
See the pieces at Mic.com.