Client
Kuduro/Angola

The Angolan Quintal

Case Study

Background

Kuduro is a highly unique and energetic music, dance, fashion and lifestyle youth culture coming out of Angola. Kuduro music is a form of electronic dance music and its moves are influenced by hip hop, traditional Angolan dance and references to Angola’s current cultural renaissance.

Quintal means "backyard" in Angolan, the birthplace of Kuduro.

Brief

Create a brand platform to promote Kuduro, develop a Kuduro fanbase in Europe and the US and educate younger generations about Kuduro culture while creating partnership opportunities across various categories.

Idea

Working with leading artist Sebastien Leon Agnessens, CUNNING designed a unique Quintal experience to travel across Europe and host a schedule of events to introduce Angolan Kuduro music, art and fashion to the world.

We developed a brand new platform Os Kuduristas (translated from Portuguese "we who make Kuduro") to showcase Kuduro’s inclusive and participatory nature.

The Os Kuduristas activation included a multi-programmed experiential event series in Europe and the US hosted at the Quintal. The event highlighted music, dance, fashion, events and education.

On the stage of the Quintal we presented Kuduro MC and DJ performances, hosted fashion shows with kuduro fashion partners Projecto Mental, dance workshops with the Os Kuduristas dancers, a VIP event with Angolan in-spired food and a Da Banda Brunch showcasing traditional Angolan music.

Result

Including the Best Of Battles
Facebook: 33,000,000+
Twitter: 800,000+
YouTube: 13,000+ views

Developed a new platform for the international promotion of kuduro music, across 5 program channels. Built online community across Facebook, Twitter, YouTube and Instagram to host custom content.

Website (www.oskuduristas.com) containing a dance dictionary that shows kuduro dance moves and an interactive dance sequencer where users can create their own Kuduro dance combination.

Samples 5,000+ pieces of branded collateral including t-shirts, postcards, beanies, hand warmers, thermoses and caps.

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