Mar 15

Burna Boy’s “Vanilla” Partnership With Ray-Ban: The Next Big Music Video Trend?

Grammy Award- and BET-winning singer-songwriter and record producer Burna Boy released a groundbreaking music video in July 2022 for his song "Vanilla."

As part of his "Love, Damini" album, this point-of-view video gives audiences a glimpse into Burna Boy's life as a superstar — and it is filmed entirely on a pair of Ray-Ban Stories sunglasses.

The eyewear's live-streaming and photo & video capabilities are on full display as Burna Boy appears to navigate his hometown, signing autographs and interacting with fans. It also shows the POV of his various fans as they make tributes to him by recreating his dances, skywriting, and baking cakes in his honor.

Overall, it's a fun video that showcases the full potential of the Ray-Ban tech wearable. With over 14 million views on YouTube alone, it's a testament to Burna Boy's growing influence not just in Nigeria but throughout the globe.

Burna Boy, The Trendsetter

Burna Boy is credited for bringing Afrobeats to a worldwide audience, beginning with his 2012 song "Like to Party." He collaborated with Ed Sheeran and Stormzy in 2019 for the R&B cut "Own It" and Sam Smith for the dream-pop tune "My Oasis" in 2020.

In 2021, the same year he won the Grammy Award for Best Global Music Album, he was featured on Justin Bieber's song "Loved By You." All these events set the stage for his "Vanilla" music video to gain widespread popularity and further cement Burna Boy's place in mainstream African music.

It's no stretch to say that Burna Boy's innovative use of new technology reflects his innate, outside-the-box mindset, which could inspire aspiring musicians to try creative and resourceful approaches with Ray-Ban frames.

Ray-Ban And Music

Ray-Ban sunglasses have been present for many moments in the music culture zeitgeist, worn by the likes of Bob Dylan, Michael Jackson, Madonna, Rihanna, and many more. As a massive brand that supports the music industry, Ray-Ban has also spotlighted artists on their way to the top, like Burna Boy, whose vibrant style complements the brand's distinct fashion legacy. As fashion and tech continue to converge, this collaboration is only the beginning.

The Ray-Ban Stories featured on "Vanilla" were a modern improvement on Ray-Ban's classic prescription sunglasses: iconic frames in a wide range of color combinations and lenses to express a wearer's unique personality.

In the music video, Burna Boy is seen in the upgraded version of the Original Wayfarer Classic silhouette, the most recognizable style in the history of sunglasses, in a polished black frame and versatile gray lenses.

Sunglasses have been a prominent fixture in hip-hop and other Black-founded genres since the 1980s, and the partnership is a continuation of that legacy.

Fellow musicians like Zanib have credited Burna Boy as a major inspiration in their work, undoubtedly because he is a creative pioneer. The "Vanilla" music video showed the world that artists don't need an elaborate multi-camera setup to showcase their musical prowess and identity.

It could open doors for others to create similarly-produced videos: hands-free, cost-effective, and more personal and authentic. Since the partnership, Burna Boy has made Grammy history this year as the first Afro-fusion artist to perform at the awards show.

With his North American tour selling out date after date, a collaboration with Nicki Minaj on the way, and several surprises awaiting fans, there's no telling what's up Burna Boy's sleeve.

Meanwhile, Ray-Ban's continued presence in the music scene parts the curtain for more exciting collaborations ahead, both with burgeoning artists and certified stars alike.