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2015 was the year that brands finally started to realise the power behind the cultural shift the Grime scene has had across the country. There’s an education taking place; for those not in and around the culture, its easy to confuse “Grime” as a music genre that is being popularised by a handful of artists, when in fact, it’s grown beyond into a subculture that is taking over the UK in every medium.

Why Grime?

It’s sound, fashion and attitude is taking over memes, tweets and everyday language. It is fast becoming the voice of young Britain, regardless of colour, gender or location the music is sticking. It’s unconventionality finding its place in the social market place of platforms with huge cultural reach such as Unilad and Ladbible. Artists such as Stormzy and Skepta have hit massive highs with unconventional music that reached huge numbers of sales and streams across mainstream outlets letting the music and culture truly travel.

Naturally, this impact and reach attracts brands that want a piece of the credibility and the association with trends that enables them to drive sales and appeal.

At Disrupt we work closely with the brands who truly want to help grow the culture, to place them in the heart of it in credible ways, allowing it to be nurtured and grown, driving revenue for the artists and creators that are pushing it forward.

Here are our highlights of our favourite campaigns in which brands targeted this Disruptive generation successfully.

1. Skepta & Uniqlo

Perhaps a seemingly unexpected partnership between the Grime emcee and Japanese fast-fashion brand UniQlo, Skepta has brilliantly married his passion for tracksuit culture with a brand that fits perfectly. Some may question the fit of these two brands, but underneath is a very clever and complimentary alignment, especially when considering that his Japanese titled album #Konnichiwa is taking the UK by storm, charting on Number 1 of the iTunes Charts.

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2. Mattessons ‘The Snackarchist’ Feat. LETHAL B – Dude


More than just a clever sync. Mattessons harnessed the anarchist nature that grime culture has transcended across the UK, “Had enough of being told what you can and can’t snack on? Ready to stick it to the man?” Then apparently Mattessons range of Fridge Raiders and Savages snacks could be just what you’re looking for. They pulled in Leathal Bizzle Ft. Stormzy’s “Dude” to deliver the bedding music for the advert. Further, the rebellious approach to life the advert’s protagonist has is an exaggerated metaphor embodying the non-conforming cultural heritage of Grime.

3. Relentless x Ghetts x Rude Kid

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Relentless joined forces with veteran Grime artist Ghetts and Producer Rude Kid to deliver a three-part music video in the space of five days. The title (which cleverly is a hashtag- immediately tapping into the Twitter market) *#SixFiveThree* saw the musical pair produce, write and record a six-track EP, film three music videos all in a working week.

4. KFC x Chip

As part of their, *‘Pack More Into Lunch’* campaign, KFC worked with rapper Chip to create and edit a music video; all under an hour. An ethos they were pushing at the time (clever that). Chip’s single also featured Grime legend Kano and Wretch 32, which again increased the campaign’s credibility/relevance and exposure.

 5. PUMA x Wiley

This is a clever one and shows how subtle product placement can make all the difference. The very simple video sees Wiley in various London locations wearing the then new Puma Evo range.

6. AG Barr x Rated Awards

Last year we along with KA and GRM Daily co-founded the KA and GRM Daily Rated Awards. The awards was a triumph, delivering over 26,000 live streams, #1 trending topic on Twitter and a host of national coverage. Total the campaign garnered an impressive 11.8 million impressions allowing Grime music to take centre stage in UK popular culture. This innovative approach truly embeds KA in UK Urban culture for the long term by creating real benefit for fans, artists and the brand alike.

7. Alize x Big Narstie x Caggie Dunlop

As a brand, Alizé is nostalgic, but as a drink it’s quite confusing, or so consumers thought. Working alongside Caggie Dunlop and Big Narstie the #AlizeHour campaign tackled the question on everyones lips ‘how do you drink Alize?’. As two very very different worlds collide, the outcome was a series of hilarious cocktail making sessions. Disrupt worked very closely with Alizé to create this series of videos in the run up to Christmas.

8. Smart x Disturbing London

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To promote their then new ForFour model, Smart enlisted the help of Disturbing London. The series ‘ Smart Disturbs Your Commute’ sees Tinie Tempah chauffer Radio One DJ Greg James to work, with ‘Smart Disturbs Festivals’ seeing DJ Charlsey transport his equipment to various festivals across the UK. Tapping into the need for transport within the music industry, and the likeable characters within Disturbing London- very Smart.

9. Budweiser x Music

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Although not strictly Grime, the Budweiser Live Project saw various bands travel to nine different cities. Entering into the realm of music (which the brand hadn’t done before) the free gigs offered it’s audience ‘unforgettable moments in music’. Budweiser also teamed up with Spotify to create the Budweiser Live Project Hub. Budweiser aligned with Krept & Konan and Fekky to deliver the Grime genre.

10. Mercedes x Kano: You Drive

This is not your typical brand partnership but Kano isn’t your typical grime artist. Along with Wiley; Kano is known as being a leader in the sound and still one of the best. Unlike the other partnerships which are based around sports/fashion brands, Kano went for the more luxury spot with a series of collabs with Mercedes. His evolution into television most definitely helped seal this as his role in “Top Boy” pushed him to new heights

How can you get involved in the culture of Grime? Get in-touch with us

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