Tkay Maidza and Instagram show ‘heart’ for groundbreaking new campaign

Instagram is throwing its social media might behind Tkay Maidza for a groundbreaking multi-media campaign.

The Facebook-owned social platform is teaming-up with Maidza, the 2018 MTV Europe Music Awards winner, for its first Australian brand campaign, which launches today and is dubbed ‘Get Into What You Heart.’

At the heart of the campaign is, well, a lot of heart.

Maidza’s hearty vocals are matched up with Instagram’s love muscle button, for an integrated sync strategy that will be flashed across television, cinema, digital and social platforms (including Instagram, of course). Also, expect to see installations in Sydney’s Central Station and Melbourne’s Flinders St. Station as this campaign gathers steam.

The slick clip was shot by BRTHR, who has directed videos featuring the likes of Travis Scott, Charli XCX, Foster The People, Lil Pump, 21 Savage, and The Weeknd. A cut can be seen below.

‘Get Into What You Heart’

“We’ve put the heart front and centre in this campaign about connecting with your interests—and a key line of the campaign reminds people “it’s not about getting likes, it’s about liking what you love,” reads a statement from Insta.

The sync arrangement was assembled by Maidza’s label Dew Process and Instagram’s in-house creative team in partnership with the independent creative agency Wieden + Kennedy, and is said to be one of the most “significant investments” Instagram is making around the world this year.

It’s not the first time Tkay and Instagram have been all loved-up.  In 2016, the Zimbabwean-born singer, songwriter and rapper provided her track ‘U-Huh,’ from her 2014 Switch Tape LP, to accompany a launch campaign for Intragram’s now widely-used Stories feature.

Instagram boasts 1 billion users worldwide, including more than 8 million Australians, up from 2.4 million in 2015, according to data published in May by Roy Morgan. Apparently, the red heart was used 14 billion times in comments last year on Instagram.

The ‘Get Into What You Heart’ initiative comes soon after Instagram began hiding the likes on posts in Australia and elsewhere as part of a positive push to “remove pressure” on users.

Maidza recently dropped the single ‘Awake,’ her first for 2019, which boasts an assist from rising Baltimore rapper JPEGMAFIA.

Listen to Tkay Maidza’s ‘Awake’

This article originally appeared on The Industry Observer, which is now part of The Music Network.