Blackground Records 2021
An award-winning national campaign and ecomm platform to relaunch Aaliyah's label.
About the project
In 1993, Blackground Records was launched – launching the careers of legendary R&B artists Aaliyah, Timbaland, JoJo, Tank, and more. Since then, it's been stuck in label limbo – with the entirety of the discography locked up, never seeing rerelease either digitally or physically. In 2021, Empire reached out to Offline Projects on the relaunch for Blackground Records 2.0 – a high profile campaign that spanned a digital campaign, full e-comm site, teaser animations, and out-of-home billboards.
Services
- Branding
- Campaign
- Digital
"We took home two Clio Music Awards '21 for our work on the ecomm experience and marketing campaign."
"We wanted to elevate the ecomm experience with something that felt like the heyday of Tower Record physicals."
