Shortly after the launch of Milk Music, Samsung launched the ADD52 in partnership with Russell Simmons. The ethos for the program was to give developing musical talent a boosted platform for discovery through the Milk Music.
The program mechanics were simple - once a week for 52 weeks, a new "emerging artist" was voted on by the fans, and then featured on the Milk Music scroll button to help surface their music and push them to A-list level. Since this was fan voted, this was one of the first true fan-based discovery platforms created in the digital music streaming-sphere.
It was our job to communicate this to artists, music lovers, and Samsung fans and get them engaged in the program and helping to launch new artists through engagement.
Starring Russell Simmons, Tayyib Ali, Janel Marisse, and Love Dollhouse