Rock the Bells and Mass Attraction, the media entity backed by LL’s fellow Queens-bred rap trailblazer, Nas, have been each instrumental in most of the yearlong celebrations round Hip-Hop 50. They partnered with the Common Hip Hop Museum for a sponsored tour, introduced in manufacturers to curate occasions centered across the cultural milestone and funded the establishment’s everlasting dwelling, which is able to home and protect a lot of its treasured memorabilia and tales.
Each have been additionally strategic within the collection of model companions, aligning with corporations with present monitor information of engagement with the group resembling Cîroc (which sponsored each the museum tour and the Hip-Hop 50 Reside live performance at Yankee Stadium within the Bronx) and Rémy Martin, which sponsored the museum’s fundraising gala and collaborated with them on the “Mixtape Avenue Artwork Museum,” a surprising creative homage to the legendary DJs of the period.
These different notable manufacturers have been greatest in school in honoring each old- and new-school creators this yr:
Amazon Music
Created by Rotation—the hip-hop and R&B model from Amazon Music and spanning the platform’s Amazon Music, Twitch, Audible, Prime Video and Amp apps—the yearlong “50 & Ceaselessly,” marketing campaign encompasses a curation of occasions, livestreams, playlists, authentic content material and new music tailor-made to hip-hop followers of all ages. The marketing campaign kicked off with Generational Queens, a brief movie directed by Fenn O’Meally during which two Gen Z ladies uncover their mom’s reminiscence field, and subsequently, Queen Latifah’s empowering anthem, “U.N.I.T.Y.,” which celebrates its personal 30th anniversary this yr. The model additionally sponsored J. Cole’s Dreamville Competition, and Mary J. Blige’s Power of a Girl Competition, and hosted Metropolis Classes live shows in New York and Atlanta. As well as, the model sponsored the Black Footwear Discussion board at The Pensole Lewis Faculty, an HBCU devoted to design, and the Martha’s Winery African American Movie Competition, and launched a documentary on the intersection of hip-hop and Latin tradition.
Google Pixel has additionally had a busy yr within the title of hip-hop. Amongst its many initiatives, the model partnered with Reside Nation and Mass Attraction to “carry 50 years of hip-hop to life for followers by telling its story” by way of immersive activations devoted to Hip-Hop 50 at music festivals, sponsoring the star-studded Yankee Stadium live performance, and partnering with Sony Music’s Licensed label to launch “Pixel RePresents,” a full 360 marketing campaign and content material sequence that included unique merchandise. The marketing campaign aimed to “elevate the underrepresented voices of girls in hip-hop music and rejoice their range and creativity.” Google additionally partnered with Black media shops resembling Ebony.com for unique content material and the Ntwrk platform to launch a limited-edition Google Pixel Hip Hop assortment, which included a Pixel Fold telephone and equipment encased in a Victrola report participant with accompanying music, a watch and customized “bling” designed by Simone Smith, spouse of LL Cool J. The model made a $100,000 donation to Femme It Ahead’s Subsequent Gem mentorship program in help of feminine college students pursuing a profession in leisure.
