Detroit's tribute to the funk

When tasked with creating a corporate year-end video –  it’s never too late to break from tradition to capture a moment in history that inspires millions

For several years, the DMCVB has asked Octane Design to create its year-end holiday video to help spotlight the city of Detroit and offer seasonal greetings to its members, constituents and supporters. How do we transform an annual grassroots staple into a one-of-a-kind creative opportunity that attracts nationwide appeal and awareness for Detroit?

It all started when DMCVB President and CEO Larry Alexander came to us and said he wanted The Detroit Academy of Arts & Sciences Choir to sing a holiday song for their year-end video. We knew we had to think beyond another rendition of Jingle Bell Rock and deliver something powerful enough to live beyond the holidays. This was our opportunity to tell a multi-layered African American story about Detroit. To create an uplifting message of togetherness and optimism, we envisioned the talented kids from DAAS performing Funkadelic’s One Nation Under A Groove, collaborating with celebrated Detroit musicians to reproduce a classic song with its own character, and filming the children at local destinations that would give the world a glimpse of the beauty, richness, diversity and strength of Detroit.

Within days of the DMCVB and VisitDetroit.com posting the year-end holiday video via visitdetroit.com, on Youtube and Facebook, it went viral, and now has accumulated nearly 1.2 million views on YouTube. It has won multiple awards, including two Detroit Music Awards and, in June 2020, the video received a coveted Emmy®.