On the six-month anniversary of Hurricane Helene’s landfall, the Economic Development Partnership of North Carolina (EDPNC) released a new marketing video designed to grow the state’s economy and increase the pace of its economic recovery. The new video features an original performance of the song “Blue Skies” by a collection of world-renowned musicians with ties to the state.
Mythic, EDPNC’s advertising agency, conceived the idea for an anthemic, music-driven video aimed at promoting economic development by showcasing the state’s strong business climate and work-life balance. Wanting to not just license an existing song but rather make a new arrangement featuring North Carolina-based recording artists, Mythic enlisted the help of music and audio production partner, BANG. Together, we decided to record a song that would serve two purposes: supporting economic development and contributing to disaster relief for those affected by Hurricane Helene.
“Music has the power to unite and uplift,” explained Mark Fisher, creative director at Mythic. “When we set out to support the EDPNC and Hurricane Helene relief in North Carolina, we knew the soundtrack to the video had to be just as meaningful as the message.”
The BANG team quickly zeroed in on Irving Berlin’s classic, "Blue Skies," which was popularized by music legends Bing Crosby and Ella Fitzgerald. The “Blue Skies” campaign video uses the song’s lyrics in lieu of a voiceover and showcases visuals of the state’s vibrant economy at work, demonstrating how business investment, expansion and tourism all help contribute to the state’s vitality.
“It was important to have North Carolina musicians perform ‘Blue Skies,’ a song of resilience and hope, as a tribute to their home state,” said Macie Heintz, group account director at Mythic. “This project wasn’t just about a song; it was about channeling their artistry into something bigger — helping North Carolina rebuild and thrive the best way they know how."
The group, including Jake “MJ” Lenderman, Amelia Meath (Sylvan Esso), Sam Beam (Iron & Wine), Jason Ross (Seven Mary Three), producer Bradley Cook (Megafaun, Bon Iver), Phil Cook (Megafaun, DeYarmond Edison), and Matt McCaughan (Bon Iver), signed on, volunteering their time and talents to bring this vision to life, knowing this work would benefit those most impacted by Hurricane Helene.
These North Carolina musicians didn’t just lend their voices to the cause — they gave back. In addition to recording the soundtrack for the video, they donated $100,000 to the North Carolina Community Foundation (NCCF), turning their artistry into a tangible impact for their home state.
“This project not only highlights the incredible talent within our state, but it also reflects the generosity and community spirit that sets North Carolina apart,” said Christopher Chung, CEO of the EDPNC. “As the Partnership moves into its second decade on its mission to improve the economic well-being and quality of life for all North Carolinians, our organization is thrilled to be supported by this incredible musical work.”
For Mythic, this was yet another opportunity to raise awareness of North Carolina as a desirable state for living and doing business. Mythic has been working with the EDPNC since 2017, and launched the “All In North Carolina” (“All In NC”) marketing campaign in 2022. This campaign has enhanced the state's brand perception and increased its consideration among businesses and talent, resulting in North Carolina being named CNBC’s "America’s Top State for Business" two consecutive years.
The “Blue Skies” campaign video is airing across streaming television, digital platforms and social media channels today, reaching audiences nationwide.
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