As I read this article and how Audemars Piguet tapped into the potential of hip-hop industry , I couldn't help but ponder how brands aren’t exploring the ever-growing wave of afrobeats and amapiano and its influence beyond the music industry. With the globalisation and streaming of music, African artists have become a significant cultural reference point. These music genres exude an energy that is authentic and an unapologetic celebration of African culture. They reflect the rich heritage and creative spirit of the continent. How can luxury brands leverage this movement? For such collaborations to be successful, there would need to be a genuine understanding of cultural nuances, respect for diversity, and a willingness to authentically engage with the community. The synergy between luxury brands and these 2 music genres could open doors to unexplored territories, forging stronger emotional connections with consumers worldwide. Let's ignite a conversation! What are your thoughts on the synergy of these giants? 🎶 #musicindustry #luxury #luxurybrand #afrobeats #amapiano #fashion #marketing #businessoffashion
In 2004, François-Henry Bennahmias — then managing director of Audemars Piguet North America — sent his Swiss employers some pictures from the New York social scene. Stars of hip-hop and rap were captured rubbing shoulders with the old-world power players (mostly wealthy white men) who had long been the target audience for top-end timepieces. At the time, Audemars Piguet was a well-thought-of but middling Swiss watch company. The pictures, Bennahmias thought, showed how rapidly hip-hop and rap were gaining recognition in the cultural mainstream and among established elites — representing a transformative opportunity to elevate the company’s standing. His plan? First, a collaboration with Jay-Z, a recording artist whose burgeoning crossover success he saw as being at the vanguard of what culture was about to become. In the conservative, insular world of Swiss watchmaking, there was no road map for such a deal. But Bennahmias managed to convince his bosses, and in 2005, Audemars Piguet introduced the Royal Oak Offshore Jay-Z 10th Anniversary Limited Edition — 100 top-end watches co-designed with the artist. The watch sold out in six weeks — considered a lightning success in an era pre-dating social media. Read more on how high-profile collectors from sports, music and cinema have helped luxury watches shake off their dusty image and reach younger, more diverse clients. #LuxuryFashion #LuxuryWatches
