Urban culture is the new pop culture. As a creative agency and cultural actor, we must be at the heart of new cultures. It is with this approach and desire to explore it in creation that we wanted to initiate this partnership with Sony Music France.

In this trio, Sony Musique France brings its catalog of hip-hop artists and supports them in their development strategies. As for the agency, it offers and shares its strategic expertise in the production of creative ideas for the communication and publicity of artists.

The world of hip-hop is in essence part of pop culture. The first creative object resulting from this collaboration is the making of the new video clip of French rapper Benjamin Epps for the release of his new track "Jeune" on October 15. In this track, the artist talks about his fears and doubts about watching himself grow old.

Today, young people are faced with the uncertainty of their destiny. The ecological, economic, diplomatic and sanitary crises leave a dark and fragile future hanging over their generation. At a time when this young 25 year old artist has just welcomed his first child, the question of his survival in this uncertain world has become an obsession for him.

In his clip, Benjamin Epps, facing the camera, gets older as he plays the verses to end up with the face of a 90 years old man, thanks to artificial intelligence.

This partnership, which brings together art, creativity and innovative production, is a new departure in the world of communication and music. By acting as a cultural agent, we have succeeded in placing culture at the heart of our DNA, and in participating in the rise of this young talent, the first French rapper to win a trophy at the prestigious American hip-hop music festival BET Awards: "Proud of this partnership, which gives me a unique opportunity to be accompanied by communication professionals, to put the spotlight on the things that touch me and that I want to talk about" say Benjamin Epps.

The clip was made in several stages, to mix for the occasion production strategy, craft and innovation, including the use of a new technique of aging by AI. In this partnership, each brings the best of his expertise. Thanks to today's new technologies and the power of artificial intelligence, we have managed to age Benjamin EPPS. This technical feat serves and reinforces the creative idea of the clip and the strong lyrics of Benjamin Epps.

The chosen approach brings amplification to the concept. For Benjamin's aging, we wanted to be as close to reality as possible and worked on the artificial intelligence in great detail, based on several photos of the artist's family.

A work of co-construction that opens new possibilities of creation and explores new territories of expression for artists who launch or develop their careers with fresh and innovative ideas.

Today, the music and artists of urban culture do not receive enough media attention to match the power of this culture. We are delighted to concretize this partnership which is a beautiful meeting between the world of the music and that of the communication.