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Kanye West #Bound2

Kanye West "Bound 2"


Kanye West was one of the featured guests on The Ellen Degeneres Show today and released his latest video “Bound 2.” Without a doubt the conversations on social media is sure to be about the production value, the usage of the green screen and of course, Kim Kardashian. But, what many may fail to realize is his marketing prowess with the release of this video.

This is the 2nd video off the Yeezus album that Kanye has made relevant to the masses. In May 2013, Kanye  unveiled the previously unreleased song, “New Slaves” through video projections in 66 assorted locations throughout the world. Arguably the most genius music premiere of all-time, in my opinion.

Today, Kanye leveraged his appearance on The Ellen Show to be his video distributor. Kanye, much like myself grew up during a time when videos were the single most important marketing tactic that an artist could produce to help drive visibility and influence consumer purchases. Gone are the days of the $1M budget music video and MTV’s TRL show. We now live in a “content is king” era and for music artists beyond the content in their lyrics the value of video content has steadily diminished.

Sure, he could have simply released the video on his site, YouTube and VEVO, but he would then be competing with thousands of other video content. He strategically chose a daytime talk show to maximize his audience reach and allow for news media outlets and bloggers to write their own story, therefore increasing the reach of his owned and earned media.

Say what you will about Kanye and this video. Perhaps you think his creativity along with Director Nick Knight was lazy, but if so, you’re failing to see just how creative he is.

Forte- The Collective Helping to Support Philippine Typhoon Victims

Forte- The Collective Helping to Support Philippine Typhoon Victims

Los Angeles Advertising Agency Focusing on Much Needed Donations to Help the Relief Effort and Encouraging Others to Contribute


Los Angeles, CA (November 18, 2013) – Forte- The Collective is looking to contribute to the relief efforts to the victims of the devastating Haiyan typhoon in the Philippines, by donating to the Philippine Disaster Relief Organization (PeDRO) and World Vision. Beyond the agencies own donations, the agency is looking to contribute 10% of all marketing and advertising revenue that it receives for the duration of Q4.

“We have family ties to the Filipino community, both here and abroad, so we want to do all that we can to help those that are in need,” said agency Founder and Creative Director, Mark Quest. “Beyond what we’re able to contribute with our partners and clients, we urge all agencies and their partners to join us.”

According to the Philippine Consulate General in Los Angeles and the National Disaster Risk Reduction and Management Council, there are some very basic urgent needs to the victims that include:

  • Food (preferably ready-to-eat, cooked)
  • Water
  • Water purifiers
  • Water containers
  • Tents and other temporary shelters
  • Blankets, pillows, towels, etc.
  • Hygiene kits
  • Cooking apparatus and utensils
  • Power generators

Donations can also be made directly to our selected agencies, Philippine Disaster Relief Organization and World Vision.


Non-Profit, 501 (C) 3 charity organization, widely known in the community as PeDRO, Philippine Disaster Relief Organization was prompted to launch an emergency fundraising effort to assist the people that were affected by this disastrous event. We’ve instituted the means to handle your tax-deductible donations through our charity website at www.gopedro.org.


This group says it is putting together resources to assist 1.2 million people, including food, hygiene kits, emergency shelter, and protection. It asks for one-time donations to be made at worldvision.org.


Forte- The Collective is a marketing, advertising and communications agency that offers traditional and digital marketing for national, regional and local brands. Based in Downtown Los Angeles, the agency delivers progressive creative and strategic marketing to meet the contemporary needs and expectations of their valued clients.

Forte- The Collective’s competitive edge goes beyond the walls of marketing by building brands and maintaining enduring client relationships and partnerships, something they take great pride in and deliver to their clients above anything else.  Their most impactful work and areas of expertise have helped many client industries in: CPG, hospitality, education, lifestyle, startups and non-profits.

For more information, visit www.ForteTheCollective.com or call 213.973.9725.