Larger-than-life replicas of Queen Charlotte’s bejeweled crowns appeared in major cities around the world, serving as the backdrop for performances by Queen Charlotte’s Global Orchestra, orchestras composed of and celebrating women of color.
The music marketing kicked off in April with a Big Freedia Bounce Waltz in New Orleans honoring the kings and queens of HBCUs (Historically Black colleges and universities) in addition to screenings on the campuses. Netflix also showed up at National Women’s Soccer League games, where the orchestras played music from the series and classical versions of the National Anthem.
Additionally, inspired by Queen Charlotte’s Global Orchestra, at the top of Table Mountain in Cape Town and Miller’s Point in Simons Town, the company assembled an African queen quintet—The Queentet—in mid-April, featuring performers and musicians from Kenya and Nigeria. The first Black female South African conductor, Ofentse Pitse, led the group.
And in the U.K. on May 13, a 25-piece Queen’s Orchestra will play live from the Royal Queen’s Square in London’s Covent Garden, featuring a special musical guest performance.
Gillyard told Adweek that the streamer is always looking for “organic moments” within a production to rally around. One came during a pivotal Queen Charlotte scene involving Alicia Keys’ “If I Ain’t Got You.”
“We reached out to Alicia and partnered with her to rerecord the song for the 20th anniversary,” Gillyard said. “And we had a very spectacular moment of being able to bring a first of its kind, over 70 piece global orchestra, made up of entirely women of color.”
In addition to the song’s reimagining, Netflix brought the musicians to London for a music video, with Diane Martel, the “If I Ain’t Got You” music video director, returning to helm the shoot.
“It was really a magical moment,” Gillyard said. “For the musicians, for Alicia, for the song, for the show and being able to bring all of this together.”
But the worldwide campaign didn’t stop with music, with Gillyard noting that marketing in “every region is a little nuanced.”
For instance, an immersive crown made of shimmering lights will hang in the Gallerie La Reine in Belgium, and a float made entirely of flowers was featured in the Netherlands’ iconic Flower Festival Parade.
Meanwhile, Brazil, Germany, France and the U.S. will celebrate iconic Black hairstyles inspired by Queen Charlotte’s regal hair by highlighting Black beauty influencers around the world. There will be hair tutorials on TikTok in Germany, makeovers with influencers in France and a fashion show featuring a musical performance in Sao Paulo, Brazil.
