Carlsberg-owned Brooklyn Brewery has partnered with Channel 4 for a social series starring British musician Kojey Radical embracing block party culture.
Starting from 14 August, ‘Brooklyn state of mind’ shows the hip-hop musician heading to the United States to meet Brooklyn Brewery’s Garrett Oliver and find out what makes Brooklyn culture special.
Running across Channel 4’s YouTube, Facebook and Instagram pages as well as on Channel 4 streaming, each episode focuses on a different element of the block party, from music to food and community. Following the trip, Kojey Radical returns to the UK to host his own block party at home.
Brooklyn Brewery’s products are integrated across the series’ content and branding, including Pilsner, Special Effects low alcohol beer and its new Stonewell Inn IPA.
In addition to the full YouTube episodes, bespoke short-form 60-second clips will be created from the YouTube edit for Instagram Reels, Facebook Films and YouTube shorts, with a 30-second commercial on Channel 4 streaming.
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Developed by iProspect and The Story Lab, the series was produced and filmed in partnership with 4Studio productions and director Teddy Powell.
“Channel 4’s Fast Forward Strategy is all about connecting brands with their most relevant audiences through engaging content. Showing our viewers the fun and games of a block party captures that ideal perfectly,” said Channel 4 content solutions leader Rupinder Downie.
“More than half of our viewers drink alcohol at least once a week, and 56% of them like to try different brands whilst doing so. We think they’ll be excited to learn about Brooklyn, and pick up some Brooklyn Brewery drinks along the way.”
Channel 4 digital commissioning editor Joe Churchill said: “This series brings together the very best elements of celebrity travelogue and authored documentary, all wrapped up in a simple mission: to throw a great party.”
“I can’t imagine a better brand partner than Brooklyn Brewery and its range of beers to help us bring to life this joyful exploration of Brooklyn block party culture.”
