Apple Music x Tumblr Creatrs

As an art collective, we define success differently. We measure success by understanding why art is loved, how it’s spoken about, and how it’s embraced by the community.

When asked to help market Drake's 'More Life' album for Apple Music, we tapped a group of artists across the globe to create artwork in anticipation of the release. These unique works launched 24 hours before the secret album release. A groundswell of online interest followed as we overtook Tumblr's dashboard for the day with remixed art, 3D animations, and scores of interdisciplinary visuals that drove fans to Drake's album drop.

Engagement-wise, the project was a success. Behind-the-scenes, we were most proud of the campaign's collectability. With people reblogging and saving the work at record rates, we knew something evergreen had been born -- art people really wanted to keep rather than just "double-tap".