Converse creates music video with Baby Queen

The Create Next project, devised by Kingdom Collective, invited emerging creatives to take part in production.

Jeevan Georgina Hammond

Editorial Assistant Creativebrief


Converse and alternative pop musician, Baby Queen, have worked together to produce a music video with creativity and self-expression at its core. 

Create Next, the collaborative project, allowed fans to work with Baby Queen on the music video for her song, ‘Colours of You’. The campaign was devised and overseen by Kingdom Collective, a culture communications agency. 

Baby Queen is a 26 year-old singer, based in London. She is currently touring with her debut album, Quarter Life Crisis. This summer she is set to perform at Glastonbury, BST Hyde Park, Trnsmt and Latitude music festivals. 

Fans were given the opportunity to work on the video, which was produced by Camp Productions. The track, ‘Colours of You’ was reimagined and remastered for the video. This slower version features an orchestral background. 

Positions were opened for on-set roles including shadowing the stylist, director, and production crew. As well as front-of-camera roles, and creative contributions. Those who were unable to attend in person could send in video submissions considered for the final cut. 

As part of the process, selected fans were able to choose which Converse Chuck Taylor All Star Cruise shoes Baby Queen wore in the video, in line with Converse’s #teamconverse platform.

The music video opens in black and white and features a flurry of fan mail to the musician. Around the halfway point, colour seeps in, and Baby Queen performs with the orchestra. Dancers populate the screen before resting with Baby Queen in an ending tableau.

Intending to give emerging creatives experience in the industry, the work was a product for the fans and by the fans. The artist, Baby Queen, has experienced gatekeeping in the creative sphere, and the project was a chance to remove barriers for those looking to break into the industry.

The Create Next project opens doors for a new generation of creatives. By being part of this work, Converse solidifies itself as a brand that is invested in creative talent. At the same time, engaging with a popular alt-pop artist, the brand demonstrates an understanding of culture.

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