Cello-Graffiti: Urban Art Marketing
Hip Hop heroes, the Beastie Boys marked the UK release of their eighth studio album, Hot Sauce Committee Part 2, with two live London street art commissions in Camden and Shoreditch.
The ‘cello-graffiti’ stunts involved creating cellophane walls by wrapping lampposts and trees together and having them spray painted with the Beasties’ new album artwork by urban artists and cello specialists, the Manzdem Crew, who took around three hours to create each piece. Watch the pieces being created here: http://bit.ly/jsU0WV
Developed in 2006 by graffiti loving Fine art graduates Astro & Kanos in Paris as a legal alternative to graffiti, this new and still fairly underground form of art is just starting to emerge as an ambient marketing trend, particularly within Europe.
Advertisers are beginning to catch on to the main plus point of this innovative new artform – its versatility. In terms of location, cello-graffiti works can appear almost anywhere there are two sturdy pillars that can be bound together to form the canvas; The cellophane also produces an eye catching backdrop as opaque versions catch the light making colors pop, whilst transparent backgrounds make artworks appear as if they are floating on air.
The Beastie Boys’ British cello stunts were the brainchild of outdoor marketing specialists Brotherhood Media, best known for their guerrilla projections onto well known landmarks including Buckingham Palace and creating the world’s largest sand sculpture to promote Jack Johnson’s ‘To The Sea’ album.
Brotherhood Director, Dominic Murphy, tells us: “The cello-graffiti thing is still really new - this Beastie Boys stunt is the first example of the approach being adopted by the UK music industry on a commercial level and had only previously been used commercially by urban footwear brand Converse who made a viral film about the technique with the Manzdem Crew at the end of 2010”.
Feature for Trendstop.com’s subscriber site and TrendTracker News, published May 10th 2011, with thanks to leading outdoor & ambient marketing specialists, Brotherhood Media www.brotherhood-media.co.uk