Future, Jhené Aiko and A-Trak are now the new faces of a joint initiative being launched by Belvedere Vodka and VICE’s music channel Noisey, starting today (Mar. 10). “Belvedere x Noisey: Behind the Scene” is set to show original videos, playlists created by artists, live performances and more. The experimental program is also said spotlight popular music scenes as well as breakthrough artists.
In a three-part video series, each artist will go to a popular trend in their respective genres – hip hop fashion, new soul/R&B and the rise of electronic music. The artists will talk about trends in their genre and share their perspectives on the industry.
And since festival season is coming up, “Belvedere x Noisey: Behind the Scene” will also include live performances. Each artist chose another artist to perform at three popular festivals, SXSW, Ultra, and Coachella. Peruvian R&B singer/songwriter A.Chal will be performing at SXSW according to Aiko’s selection. Female DJ/producer Kittens will perform at Ultra under A-Trak, and Future’s longtime collaborator DJ Esco will perform at Coachella.
“Belvedere x Noisey: Behind the Scene” starts today with Jhené Aiko at www.Noisey.com/BehindTheScene. See the teaser clip below: