• Hyundai
  • Inster

Are You In?

What we did
  • Sonic Strategy
  • Content Production
  • Artist Partnership
Collaborators
  • Serviceplan

"...to be in a car and make music? I’ve never done that before. It’s going to be a lot of fun."

– DJ Seinfeld 

How do you capture the charm of Modern Korean Culture?

Hyundai came to us with a problem… With the European launch of their new Inster model just around the corner, they needed a musical concept that spoke to the Korean roots of the company but was also relatable to a European audience. We suggested an exciting strategy that avoided cliché and paired South Korea’s own sogumm with Swedish producer DJ Seinfeld to create something new, something quirky, something authentic…

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Engaging Communities Online

We flew both artists to a place no-one called home where they made a brand new track right there inside the car! Of course we documented the whole thing in a four-part content series which built anticipation amongst the fans.

#sogumm #DJ Seinfeld
Are You In? – DJ Seinfeld x sogumm

Listen to the single

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Bringing it to the Real World

The track was aired globally across a wide range of media but we also ensured this unique collaboration had an official single release via one of the most influential record labels, Ninja Tune. With over 400,000 streams in the first week and glowing coverage in the music press, the only question that remains is… Are You In?

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Awarded at

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