Adobe has teamed up with Lil Nas X for a competition asking people to create cover art and inspire the rapper's next track.
The Cover Art Song Contest, a campaign devised by agency Pereira O'Dell, begins with a call to entries video fronted by Lil Nas X, seen here, as well as social ads and a microsite for people to submit their designs. Prettybird's Calmatic, who directed the video for Lil Nas X's "Old Town Road," directed the video.
Entrants are asked to use any Adobe Creative Cloud app to design their cover art, and share it with the hashtag #LilNasXAdobeContest tagging @adobegencreate. After September 30, Lil Nas X will choose the design that inspires him the most. The winner will receive $10,000 along with having their art be the inspiration for Lil Nas X’s next piece of music, and five runners-up get a year's subscription to Creative Cloud.
Adobe says that it "wants to inspire the next generation of creators by demonstrating how anything is possible when you put yourself out there," and that Lil Nas X is the perfect example of this, having built up his own career by putting content out online.