Creative advertising agency AKA has set the stage for Alicia Keys' exciting new musical Hell's Kitchen and created an original music video for the show's premiere single, “Kaleidoscope.” Starring Alicia Keys and the cast of the Broadway musical, the film is a love letter from the Hell's Kitchen composer and 16-time Grammy Award winner to the community that inspired and nurtured her. It is. It was just announced today that the musical, which opened on April 20th, has been nominated for 13 Tony Awards.
Kaleidoscope, directed by fellow New York native Kajal, was shot entirely in Manhattan Plaza, where Keyes grew up. The film begins with Alicia singing on the piano, then the camera moves to the teenage girl's bedroom on the second floor of the apartment she shares with her mother, where musical breakout star Marea Joy Moon is seen singing. appears for the first time. Later, more cast members and a chorus of real New Yorkers join in, and story elements from “Hell's Her Kitchen” are woven into the film's narrative and serve as Easter eggs leading into the show. By fully immersing the music video in the sounds and sights of “Hell's Kitchen,” the film comes to life as a parallel and complementary piece of art to the musical.
AKA created Hell's Kitchen's creative advertising assets, including key art branding, the launch trailer, and the mini-documentary series “Welcome to Hell's Kitchen.” To kick off the show, they designed a content-forward campaign. They are uniquely positioned to deliver this campaign due to their deep Broadway marketing expertise and Chief Creative Officer Mikey Wolfe's documentary and music video editing experience.
Mickey said of this adventure: This type of work requires deep trust from the client as well as meaningful relationships with the show's production team. Alicia is a visionary in her own right and working with her was a dream. When she asked me to recommend a director for this project, I did a thorough search and found Kajal, a native New Yorker herself. She and Alicia hit it off right away and worked closely together to create a production that felt authentic to Alicia's world while accurately reflecting the musical's story and characters. ”
“This video is very special to me, capturing the spirit of Hell's Kitchen, where I grew up, and the new musical we've worked so hard to bring to life. Coming to Broadway on April 20th It's my debut! I'm so proud to introduce the place I call home and the amazing community that has shaped me into the person I am today,” said Alicia Keys. “We also introduce the special cast of Hell's Kitchen. They are amazing artists and have the same sensibilities as we do. We live in a concrete jungle where dreams are made. In this city… It's full of hope, and I want people to feel inspired by that hope, the songs, the music, the movement, the lifestyle, the videos.”
