Art Meets Commerce is a new media advertising/marketing company servicing the theatrical industry. The agency recently commissioned the filmmakers at creative production company Shilo to produce a broadcast spot for the landmark Broadway musical "FELA!" as part of their integrated campaign for the show. Producers include Shawn "Jay-Z" Carter and Will and Jada Pinkett Smith, Ruth and Stephen Hendel, and Ahmir "Questlove" Thompson; it is directed and choreographed by Tony Award-winner Bill T. Jones. "FELA!" tells the true story of Fela Kuti, the legendary Nigerian musician, whose stirring Afrobeat rhythms ignited a generation. Having opened at New York's Eugene O'Neill Theatre last November, the production recently announced that FELA! will also be presented at the National Theatre in London in November 2011.
"What began here in New York now has people hyped all across America and Europe," said Andre Stringer, Shilo's co-founder and creative director, who directed this spot. "Working with Art Meets Commerce, we had the pleasure of filming star Sahr Ngaujah and many other performers to present a glimpse into the viscerality of the performance. The show itself is a postmodern interpretation of the artist and his time, so in keeping with that theme, our film continues the ideology of experimentation."
Complete Project Credits: FELA! on Broadway "Dance of the Orisas"
Spot Title: FELA! on Broadway "Dance of the Orisas"