We created AfroBEATancials — a world-first Afrobeats track composed entirely from the living bio-rhythms of Black Crown’s core botanicals: juniper, rosemary, and citrus. Using PlantWave technology, we translated each plant’s electrical signals into MIDI data, layering them into a rhythm that naturally mirrors the human resting heart rate — the same tempo that makes Afrobeats one of the world’s most calming genres.

The track: 

To bring the story to life, we collaborated with Ama Gaisie, an emerging Afrobeats artist whose sound embodies the energy and creativity of modern Africa. Together with the brand, Ama wrote lyrics that echoed Black Crown’s message — to slow down, reset, and put your crown on ice. Her voice became the human layer to our botanical beat, connecting science, culture, and emotion through sound.

We then used our botanicals to literally compose calm. Each plant contributed its own rhythm: juniper’s grounding pulse, rosemary’s melodic syncopation, and citrus’s balanced, heart-rate-paced waveform.

The collaboration culminated in a music video — a fusion of performance and process — showing the making of the sound itself. The result wasn’t just a song; it was a cultural moment where nature, music, and creativity collided to turn Black Crown’s philosophy into a sensory experience.

The results:

A world-first AfroBEATanicals track, featuring Ama Gaisie, where music and nature collide, inviting consumers to pause, reset, and sip to the sound of “Gin & Phonics”. 

The track exploded:

• Playlisted on 11 SA radio stations
• Charted in 34 African countries
• TRACE Exclusive launch (Africa’s largest music channel) 
• Reached 250m+ consumers across the continent (On zero media budget)
• $1m+ worth of PR / Earned media 

The brand achieved its most viral campaign to date, with a 99% positive sentiment value on Social Media during the campaign period