VVSGWEN: JIMMY CHOO WOLRD
1.ARTIST OVERVIEW
NAME: VVSMYWGEN
GENRE: experimental rap
SUB-GENRE: undergound
alternative rap
CAREER STAGE:
VVSMYGWEN made her first public debut and initial fan discovery in 2024 through Blackbox, a UK-based music discovery platform, Alongside her digital growth, she performed at several underground rap shows and live performances. In the past year, VVSMYGWEN took a strategic break to redefine her image and artistic direction, relaunching with a clean slate. Her recent release “Jimmy Shoe” gaining notable traction on TikTok and marking her first major breakthrough in this new era. Besides her music she has a good following for her unique eye catching style and aestehtic which plays a huge role in her style and idenity as an artist.
MUSICAL STYLE:
VVSMYGWEN’s sound exists within alternative and underground hip-hop, driven by high-energy, experimental rap production. Her music often features hard-hitting, distorted, and trap-leaning beats that are traditionally more masculine in tone, contrasted with playful, expressive, and female-led vocal delivery. This contrast creates a distinctive juxtaposition that is part of her brand. Drawing clear inspiration from American experimental and alternative rap scenes. Influenced by the 2016–2018 SoundCloud era, Lyrically, VVSMYGWEN focuses on fashion, identity, and self-expression rather than aggression, reinforcing a confident and contemporary artistic identity.
We’re in a moment where a press release alone isn’t enough anymore.Audiences don’t just want to listen — they want to feel involved. It’s no longer “here’s my music, go stream it.” That model feels distant. What people are drawn to now is something they can step into.We’ve seen this shift clearly with artists like Central Cee, Charli XCX and Zara Larsson — where success isn’t just driven by the music itself, but by the world built around it. Aesthetics, visuals, concepts, and rollouts give the audience a place to exist within. The music becomes part of that world, not the only thing.This reflects a wider shift in culture. People want to recognise an artist, place them, and feel connected to their identity. They want something they can participate in, not just consume.VVSMYGWEN already has a strong fashion-led identity and a clear creative direction. Expanding that into a full world — through rollout, visuals, events, and cultural concepts —It becomes her entry point — not just into releasing music, but into building something people can recognise, step into, and be part of.Because right now, that’s what drives success.
CULTURAL CONTEXT:
WORLD COORDINATES:
Her visual identity sits within the female alternative rap fashion space — Her world exists in juxtaposition — the balance of two energies held at once. Bright and colour-driven, yet grounded in the darkness of the underground.
A softer presence moving through a harder space, never shifting to match it, only reshaping it through contrast. There is high energy, but it never spills into aggression; confidence sits assured and controlled, a sense of knowing rather than proving.
A world that doesn’t choose between opposites, but lives in the tension between them — bold, self-defined, and entirely her own. It doesn’t seek permission or follow expectation — it simply exists. It’s playful but not soft — raw, casual, and intentionally unpolished.
​COLOUR & LIGHT-
Colour exists in contrast — bold and vivid, yet grounded in darkness, never overflowing into either. Light feels raw and real, never overly polished, never too bright or too dark. The world moves between these tensions, always balanced, always grounded, never artificial.
STYLING-
Her styling moves between this juxtaposition — baggy and fitted, masculine and feminine — creating a distinctive silhouette that feels rooted in rap but redefined through her own lens. The looks feel effortless and real, never over-styled, reinforcing her underground and fashion-led identity, that feels creative but never unaccessible.
VISUAL LINEAGE (TYPOGRAPHY & ASSETS)-
The visual language sits in contrast — heavy against delicate, structured against fluid. Nothing feels overdesigned; everything feels intentional but effortless. Typography reflects this duality, combining bold, heavy text with delicate, jewellery-inspired cursive. This balance keeps her visually grounded in rap culture while adding a more expressive, feminine edge.
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LANGUAGE & COMMUNICATION -
Language and communicative content feels casual and unforced — naturally accessible, never overproduced or performative. Nothing feels scripted or overly polished.
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SOUND-
High energy runs through everything, but it never breaks into aggression. The sound feels alternative and charged, yet controlled — confident, self-assured, and emotionally present.
AGE & LOCATION:
18–26, predominantly female but inclusive of all genders aligned with alternative culture. Based in urban, culturally active cities and creative hubs.
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PERSONA:
Fashion-led, creative individuals who use style as a form of identity and self-expression. Their aesthetic is curated, intentional, and rooted in both fashion and music culture. They value individuality, discovery, and being part of “if you know, you know” communities.
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INTERESTS & CULTURE:
Deeply engaged in underground music, emerging artists, and alternative fashion scenes. They are part of creative circles — stylists, designers, photographers, and musicians — where cultural awareness and early discovery hold value.
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DIGITAL HABITS:
Primarily active on Instagram and TikTok as inspiration platforms. They share mood-based visuals, follow niche creatives, and engage within close communities rather than mass audiences. Music discovery happens through social media, peers, and platforms like SoundCloud.
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BEHAVIOUR & MINDSET:
They value exclusivity, early access, and cultural credibility. They engage most with content that feels insider, visually cohesive, and part of a world they can belong to — not just consume.
AUDIENCE PERSONA:
CAMPAIGN OUTLINE
The purpose of this campaign is to promote VVSMYGWEN’s Jimmy Choo release while building momentum into what’s coming next.
It also acts as a clear introduction to her new persona and identity — strongly tied to fashion and the underground — positioning her as a pillar within the alternative scene.
The campaign focuses on unique ways of promoting her music through events, “if you know, you know” activations, surprise pop-ups, and direct audience interaction. These moments are supported by strong world-building, allowing her identity to feel immersive and recognisable.At the same time, it expands her reach to a wider audience while still maintaining a niche, specific cultural positioning.
The campaign positions her as an artist who leads with extensive, creative rollouts, where the release extends into a full cultural moment.
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Visually we explore her "junxtaposition" which is hugely part of her fashion, sound and persona. The song is called "jimmy Choo", visually exploring the junxtaposition on "high fahsion" heels in the daily environment of the arisits home town Lagos. The Video will me a montage of aesthetic visuals capturing her fahsion, alternative persona and sound.
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week 1 teaser + world building
To initiate world-building and establish her underground, distinctive identity.
the rollout begins with a 7 series teaser of short-form visual teasers.
(one for each day of the week)
These consist of close-up shots of “Jimmy Choo” heels moving through various Lagos environments -
-markets
-motorbikes roads
-clubs/parties
-football games
Each clip is paired with subtle fragments of the track, gradually introducing the sound while building curiosity. create intrigueestablish the visual languageimmerse the audience in the world before the official release.
Week 3 Release
of song + music video
Post release Social media Trend:
TIKTOK TREND-
The artist introduces a simple but culturally resonant concept: styling heels in unexpected, everyday ways — “Jimmy Choo” not as luxury, but as attitude.
This takes shape through outfit-led content, pairing heels with looks that aren’t traditionally “high-end” — tracksuits, casual wear, street styling — reflecting her "juxtaposition" alternative identity.
The contrast becomes the statement.
Fans are encouraged to participate by posting their own interpretations, using the track while showcasing their outfits in heels. This turns the audience into active contributors, become walking extensions of her brand aesthetic & allows them to step directly into her world and express the aesthetic in their own way.
week 2 pre-save
To drive engagement and convert intrigue into action, the pre-save phase introduces a physical-to-digital activation:
Posters featuring the “Jimmy Choo” visual logo are placed across key cultural locations in London and Lagos.​
Audiences are encouraged to find and capture these in real life, strengthening the discovery-led approach.
By submitting their images, users unlock exclusive access to the pre-save link and early audio snippets. This transforms a standard pre-save into an interactive cultural moment, turning the audience into active participants rather than passive viewers.
Day of Release: "NOT JUST A REGULAR RELEASE DAY"
Audience participation + Secret pop up
On release day, the campaign moves from digital into real life.
Reinforcing her fashion-led identity and deepening the world she’s built and creating noise around the release,
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The artist announces a live location , where she will appear and gift a pair of Jimmy Choo heels to the best dressed. This activation directly aligns with her fashion-oriented persona.
Positions her style as currency within her world Encouraging her audience to actively embody the aesthetic rather than just observe it.
Post release promotion:
VICTORY LAP NTS RADIO- PROMOTION
the rollout expands into cultural media , as both a promotional tool and an extension of her visual identity. Rather than a traditional radio appearance, this platfrom is very on brand and part of her target audience. The moment is treated as content — filmed and styled to reflect her underground, fashion-led aesthetic.
BTS VLOG OF VIDEO SHOOT IN LAGOS- CONTENT
This furthers the creation of her creatvie and cultural world, an poosotunity for fans to engang further.
VVSGWEN UNDERGROUND CYPHER´- EVENT
“if you know, you know” event that brings her world into real life — giving fans the chance to be part of her tight knitt community and an opportunity to be part of her next music video while extending the momentum of the rollout.
CULTURAL IMPACT
CULTURAL IMPACT
TURNS
FASHION
INTO CURRENCY
"IF YOU KNOW YOU KNOW " EXCLUSIVITY
CREATES COMMUNITY
THROUGH
AUDIENCE
PARTICIPATION
STRENGTHENS NICHE AUDIENCE
MOMENTUM
EXTENDS HER
VISUAL WORLD THROUGH MULTIPLE DIFFERENT CHANNELS
EVENT PITCH- JIMMY CHOO RELEASE
IFYKYK- CLOSE FRIENDS SHOW
CONCEPT
“If You Know, You Know” is a semi-secret loft warehouse release event, designed to feel exclusive, immersive, and culturally credible.
Access is unlocked through Instagram Close Friends, where only selected followers receive the event details 24 hours before the show, reinforcing the artist’s underground positioning and rewarding her core community.
Set in a raw loft studio inspired by intimate DJ-platform formats like Apartment Life and CultrFM, the performance blends live vocals with a DJ-led set, surrounded by her creatively styled friends who embody her fashion-forward, dark-yet-bright alternative aesthetic.
The event celebrates the release of her single “Jimmy Choo,” Audience who attend will have the opportunity to be part of her next music video, expanding the roll out and artist momentum.
the night becomes a curated world — one that merges music, style, and community into an insider cultural moment, bringing her world to life and giving her audience a chance to step inside it and be a part of it.
Live performance- DJ culture -Fashion styling -Community energy
LOGISTICS
INVITE-
​Fans will be invited via Instagram through a call-to-action post:
“Comment ‘IYKYK’ and I’ll add you to my Close Friends list.” -social engagement
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Event details (location, time, access) will only be shared via Close Friends 24 hours before the show, reinforcing exclusivity and underground positioning- creating hype
VENUE-
Loft Warehouse Studio Setting A grassroots, industrial creative space aligns with:Her dark/bright sounds and visual identity. - consistent world buidling.
venue ideas- 26leakstreet london
STRATEGY :SUPPORTING THE RELEASE & EXTENDING MOMENTUM
The event not only supports the release of the current track by bringing the world into real life, but also acts as a bridge into the next phase of her rollout. By inviting fans to be part of the music video for her next release, the campaign creates continuity rather than a one-off moment. It turns the audience into ongoing participants, building momentum beyond release day and ensuring the world, narrative, and engagement carry forward into what comes next.
REINFORCES HER VISUAL WORLD AS AN ARISIT
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ENCOURAGES ORGANIC PROMOTION & CONTENT
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CONNECTS THE SONG DIRECTLY TO AN EXPERINCE
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EXTENDES MOMENTUM OF ROLL OUT & FOR THE NEXT SONG
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RELEASESTRENGTHS POSITION BEYOND MUSIC
TARGET AUDIENCE
This event is designed for the creative, alternative, fashion-forward audience
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They Value:
-Underground discovery
-Engage heavily on Instagram and TikTok
-Circulate within creative friend groups
-Prioritize fashion as identity
-Prefer insider access over mainstream access
The Close Friends mechanic directly appeals to their desire to feel culturally “in the know.”
CONTENT STRATEGY:
“IF YOU KNOW, YOU KNOW”CASUAL CONTENT
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Strategy- The content strategy is built around intimacy and access, with all rollout content shared through Close Friends to position the audience as part of her world rather than outside observers.
This creates a sense of:
-exclusivity
- direct connection,
-aligns with her underground, “if you know, you know” identity,
Using reference from her jimmy choo song “if you snooze you loose” to reference her giveaway.
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Visuals-
The content remains:
-intentionally casual
- no high-production shoots
- raw, everyday moments that reflect her aesthetic
-personal and unfiltered.
A consistent colour palette and visual language are maintained throughout, ensuring the rollout feels cohesive and instantly recognisable.
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Benefits-
This approach:
-strengthens her relationship with her audience by making them feel included,
- Naturally attracting her target demographic — a fashion-focused, culturally aware,that values authenticity over polish.
By prioritising real, repeatable content over traditional campaigns, the strategy builds trust, encourages participation, and allows her world to feel lived-in and inviting rather than constructed.
CASUAL CONTENT EXPLORATION:
