Blog Post

RICHES: The Crown We Never Take Off

For the series launch of Riches, Prime Video partnered with BLACKHOUSE to create an artistic, authentic, and disruptive counter-programming experience that brought Black artists and their experiences across the African diaspora to Art Basel, a traditionally white space. The event was the first ever hosted by Prime Video at Art Basel, and it was wildly successful and won “Best Entertainment Event of 2022” at the Ex Awards by Event Marketer, and is a finalist for “Best Experiential Activation For A Consumer Event” at the upcoming ProMax North American Awards June 2023.

Inspiration from the show fueled the creative behind the “The Crown We Never Take Off”, an experiential art exhibition curated in celebration of Black excellence, and a strikingly brilliant exploration of hair customs and rituals so deeply entrenched that neither time nor distance have erased them. The exhibit featured 15 black artists, with works including photography, sculptures, paintings, mixed media, digital imagery, video pieces, and a massive mural of a beautiful black woman with an expansive “crown” painted on the exterior of the building, framing the entrance to the event. Key art from The Riches was creatively featured in the gallery with “The Crown” sculpture-adorned hair piece by celebrity hair stylist Vernon Francois, and framed portraits of the 3D-printed character busts from the series’ marketing campaign. Guests were also treated to 11 unique performances by Black entertainers that included spoken word, live music, and a lineup of notable DJs, in partnership with Amazon Music.

Nearly 1600 guests came through the exhibit over 2.5 days, with a VIP Premiere Party opening the weekend just hours before the show’s release on Prime Video, then opening to the public on Friday and Saturday. The exclusive premiere party was fire with influencers strutting the step & repeat, which was named one of the best of 2022 by Deadline Magazine. Guests loved the “Face of Flair” photoshoot that put them on the cover of the series’ faux magazine, further extending the show’s social campaign. Over the weekend we shared nearly 1,200 photos to guests, garnered over $17 million in earned media value, and tracked approximately 2 billion media impressions, cementing success for Prime Video’s inaugural Art Basel activation.

Creative direction and production behind the scenes was powered by TWENTY Black, women, and minority-owned businesses, as it was imperative to BlackHouse and Prime Video to create this authentic experience with professionals in the community we are celebrating. For example, at the VIP event guests were treated to a culinary journey curated by Chef Malcolm Prude, who delivered flavors of beloved dishes around the diaspora, complemented by cocktails and refreshments featuring seven Black-owned wine, beers, and liquors. As a black owned agency, this was a very proud achievement for BLACKHOUSE, and our tribe is eager to partner with more brands to produce more experiences that celebrate black culture in such a meaningful way.