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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
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"We took home two Clio Music Awards '21 for our work on the ecomm experience and marketing campaign."
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"We wanted to elevate the ecomm experience with something that felt like the heyday of Tower Record physicals."
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