Spoken word, like hip-hop or rap minus the beats, has come to the mainstream with Prince Ea. The spoken word artist has received millions of views on YouTube from fans engaged to hear his latest piece.
“The new generation of consumers is cutting their own path and seizing opportunity in innovative and unique ways – we see that and we are reaching out to them in the places and with creative that they are more likely to embrace,” Paul Edwards, Chevrolet, U.S. vice president of marketing, said.
Chevrolet and Prince Ea teamed up to create original spoken word content performed by the artist in the video above, featuring the 2016 Chevrolet Cruze. For this collaboration, the writer and performer penned lyrical imagery depicting a parallel he sees between the Cruze and his own work-ethic, both as representations of what it means to hustle.
“I am really excited to have the opportunity to be involved in launching a product that breaks new ground in connecting people,” Prince Ea said.
Listen to what Prince Ea felt embodied the Chevrolet brand, and the Cruze, in the video above.