Source: Harper’s Bazaar
SZA returns to the mainstream scene with a bang. On July 1, the “Good Days” singer released her first virtual concert entitled In Bloom, a one-night-only production made available to global fans through Youtube. The concert was produced in partnership with Grey Goose Essences using cutting-edge drone cameras, creating an otherworldly experience for viewers. In addition, the concert was directed by the artist herself, a testament to “SZA’s vision and fluid, blooming choreography in an unparalleled 360-degree format.”
“I always want to take my fans on a journey with me, and this past year I haven’t been able to do that through touring or big live shows, so any technology that really helps bring my art to the next level and connect me with my fans is good,” SZA further told Rolling Stone. “I can’t wait for people to see what we’re capturing with these drones for In Bloom.”
SZA’s partnership with Grey Goose is intended to launch their all-new line of Grey Goose Essences, including an infusion of their renowned vodka with real fruit and botanical essences. Grey Goose’s trio of bright, herbal flavors have inspired the artist’s nature-inspired musical event. SZA’s sophomore album is the perfect platform for the company to introduce its products to the market. Fans over the age of 21 are ecstatic with the partnership. The singer also shared that although drinking establishments are slowly opening their doors again, she still prefers enjoying drinks at home, only this time the experience is heightened with Grey Goose in the picture.
Talking about the collaboration, SZA recently told Rolling Stone, “Anyone who knows me knows that I love being in nature. The whole ethos behind the brand is exactly the kind of vibe I like to bring to my work. We’re all pushing towards the same goal for this performance, which is to tell a story that’s set in the natural world but is full of immersive, magical surprises.”
In Bloom was shot in the iconic Wisdome, an immersive art and music installation park at the heart of Los Angeles. The artist also showcased her highly-anticipated music for her upcoming album for the first time. SZA also performed her viral song “Shirt,” which fans have been raving over since she shared a TikTok video of herself dancing to the unreleased song.
“The opportunity felt like a perfect match to me,” SZA said, sharing that the virtual concert was a momentous experience in her music career. “I love incorporating elements of nature into my performances, and the fruits, botanicals, and herbs in Essences provide a great template for that. I feel like In Bloom really captures where I’m at right now, especially after a year and a half of lockdown, which is also why it feels like the best place to debut some of my new material,” she added further.
In Bloom follows the release of her American Express UNSTAGED show from June, where the artist commemorated the fourth year anniversary of her album CTRL. Her previous performance was the artist’s first full set in two years, featuring guest appearances from Isiah Rashad and Travis Scott.
Watch In Bloom on Grey Goose’s website.