This week Grammy-nominated artist Andra Day released a series of mini films to coincide with her Rise Up ESSENCE Festival program. This past May, the singer launched her new program with Coca-Cola, McDonald’s, and Essence Festival in New York City. The program features Andra Day and the lyrics of her single, “Rise Up” and the film I Rise, on close to 40 million Coca-Cola cups in select McDonald’s restaurants across the nation.
McDonald’s, Coca-Cola, and ESSENCE Festival have partnered with the app Shazam to feature new visual-recognition technology for content distribution. Each cup becomes a portal to an exclusive digital experience where music enthusiasts can scan the specially marked Coca-Cola cups and watch the short film, I Rise featuring music by Day. Filmmaker, Yoruba Richen wanted the focus of I Rise to highlight African-American women sharing the incredible strides they are making in their communities. Those featured in the film are Andra Day, Brandice Daniel, LaToya Cantrell, Kyemah McEntyre, Nzingha Prescod, Bene Vera, Kimberly Goldson, Kathryn Finney, and Michaela Angela Davis.
When music fans and McDonald’s customers purchase Coca-Cola fountain products at McDonald’s restaurants, they will learn how to enter the Coca-Cola Rise Up ESSENCE Fest Sweepstakes for a chance to see Andra Day perform at the 2016 ESSENCE Festival in New Orleans, June 30-July 3.
Check out three clips from the short film below:
