The Midnight Miracle
Dave Chappelle, Talib Kweli and yasiin bey launched their legendary new podcast in 2021. The Midnight Miracle is a thought-provoking podcast that uniquely blends the salon and variety show traditions while providing a glimpse into the inner lives of the hosts their and friends. It was recorded during Chappelle's legendary 2020 Summer Camp in Ohio. Green Street Studio had the honor of creating the branding.
The Process
The initial visual inspiration for the show was the variety and vibrance of jazz-era vinyl album covers. We pored over dozens of classic records in the tradition of Blue Note and the designer Reid Miles for type cues, color and photography styles.
Once the final key art was chosen by the hosts, Dave Chappelle, Talib Kweli and yasiin bey we built out a digital, OOH, email and social campaign.
The Midnight Miracle is available on Luminary as well as Apple Podcasts. ‘
We created show and marketing assets for both platforms.
Out of Home Advertising Campaign
Dave Chappelle and the team chose to release each of their episodes in pairs, as an A side and B side to a vinyl album. We had the opportunity to create album art for three of these releases. Like the key art, these drew inspiration from classic jazz and blues album covers. All photography shown is by Candyman.
For social, each episode also included a “concert poster” that was released a week in advance, announcing music guests and featured hosts. Dave Chappelle, Talib Kweli and yasiin bey creative directed what they wanted for each episode. The result was an eclectic set of creative meant to imitate the feeling of sifting through an album bin at a record store. Below are the posters we had the pleasure of illustrating, lettering and designing.
We also produced several videos for social, web and email. This was one that we created (that was ultimately unpublished) but really highlighted the unique soundtrack of the show. All sound and audio production were handled by the amazing team at SALT.