INSIGHT:
When it comes to rapping, South Africa isn’t short of talent. But for many they don’t have the money and equipment to get started.
IDEA:
Russian Bear built and designed a first of its kind fully kitted mobile recording studio, which we could literally drive into the 'hood' to unearth the freshest hip hop talent. Giving hundreds of undiscovered rappers their first chance to step into a real sound booth and get a demo track professionally recorded and mastered.
EXECUTION:
To get involved you had to buy a bottle of Russian Bear and register on a microsite. There, you were prompted to book a 20 minute session and download 1 of 5 backing tracks to get started. We sent the truck to 50 different venues (predominantly in the townships) in 5 cities. After each week the professionally mastered demos were made available to download and share on the microsite and on Soundcloud. But if that incentive wasn’t enough, the best rapper out there got to launch his career with a collab single with one of SA’s top hip-Hop artists. He also got star in a music video and perform live in front of thousands of people.
RESULTS:
Reach: +15M
Interactions: +500K
PR ROI: 17:1
On Con Sales: Up 58% year on year, 6 X growth vs biggest competitor
