Project location: Miami, FL · Prepared by POPUP from the project archive in October 2026.
Before its public release, Sittin' on Top of the World moved through Miami as a street-level encounter. A varied vehicle convoy gave Burna Boy's campaign a visible expression beyond the usual listening setting.
How can a vehicle activation give a release a physical presence?
A mobile music preview can turn the city itself into the setting for a release.
Preview the unreleased single on the streets of Miami through a varied branded convoy, making the campaign visible before the track’s public release.
Give the music a moving presence
A varied branded convoy created a visible street-level expression of the campaign, pairing the unreleased single with an unexpected physical encounter.
The planning lesson
The vehicle choice should express the campaign while remaining practical for the route. Coordinate movement, presentation and the music preview as one production. The city becomes part of the setting, so the encounter needs to be understandable to people seeing it in passing.
Who delivered the experience
Commissioned by Atlantic / Warner Music Group, POPUP coordinated a vehicle convoy, including a Ferrari, lifted trucks, sports cars and motorcycles, to bring the music into Miami.
What the experience made possible
The vehicle convoy gave Burna Boy’s campaign a physical presence in Miami ahead of the single’s public release.
Project questions
Where did the experience take place?
Burna Boy: Miami, FL.
What was the delivery scope?
Promotional activation; Vehicle coordination; Street-level engagement.
