Globe was challenged by Dove to find an artist that could tell the real-life stories of young girls who had experienced hair discrimination as part of the brands their Self-Esteem Foundation.
The tales came from young girls who had been bullied because their short hair made them look like a boy; who were expelled from school because they wore braids in their hair…. The list goes on.
Globe identified Kelly Rowland as an artist that would perfectly fit the campaign and together with producer Harmony Samuels penned the original anthem ‘CROWN’ also based on her own experiences - “I remember my mom saying, ‘Your hair is your crowning glory.’ And I want girls to look at their hair as their crowning glory”.
Flying out to Toronto to meet the girls who inspired her track, Kelly filmed a music video over three days with the esteemed Director Hannah Lux Davis. The track was then released by Island Records UK and was featured on eight global playlists within two days.
To further spread the anthem’s message a two-minute video was featured during an ad break during the Grammy pre-show on E! TV featuring a special message from Kelly Rowland to inspire people everywhere to join in on the #MyHairMyCrown conversation.
In the first week earned press coverage came from Teen Vogue, People, Essence, Billboard, MSN and the music video viewed 562K times across streaming platforms.