PORTFOLIO
JD X 777 NEXT TALENT
About the project
For my graduation project at Willem de Kooning Acadamy, I wanted to take on an assignment that centered entirely around branding, which led me to record label 777. After conducting a business analysis, I identified opportunities to strengthen the label’s connection with its target audience and improve its online visibility.
Based on these insights, I developed a concept designed to give young musical talents a platform while simultaneously increasing 777’s visibility — creating a form of dual value creation.
In collaboration with the label, I looked for a strong brand partner, which resulted in a partnership with JD Sports. Together, we developed the concept further into a feasible project that aligned with the vision of both brands.
This collaboration took shape in the form of the JD x 777 Next Talent initiative — a music talent contest and platform launched by 777 Records and JD Sports to scout and showcase emerging artists, offering them exposure and a chance to release music under the 777 label.
The concept was successfully executed and, due to its positive outcomes, was repeated multiple times afterward.
The concept
The booth
At the heart of the concept is a mobile, transparent booth where talents can record their auditions. Its transparency creates an immediate connection between the performer and the audience, turning each audition into a shared moment. Thanks to its mobile design, the booth can travel to multiple locations, making the concept highly flexible and allowing it to reach the target audience wherever they are.
The collab
The collaboration with JD helped shape the concept further by adapting it to work seamlessly within JD stores. With shared values and an overlapping target audience, the partnership between 777 and JD was a natural fit. Teaming up with a large international brand allowed the concept to grow into a meaningful and impactful project for the community.
The intention
777 Next Talent is a contest where emerging artists are invited to write a fresh verse to one of the pre-selected tracks by 777 artists. Inside the booth, participants record their verse and perform it as their official audition.
From there, the strongest auditions are selected to move on to the voting round, followed by the final. The goal of the contest is to give young talent a platform and create a genuine connection with the next generation of artists and fans.
The winner earns the opportunity to release a fully facilitated single, including an official music video.
