The NBA 2K 16 soundtrack is the most extensive its ever been – with original playlists from DJ Premier, DJ Khaled & DJ Mustard. To promote the soundtrack we wanted to do something that was true to hip-hop and referenced the fact that Spike Lee was directing the game’s storyline. We went retro and created custom NBA 2K boomboxes, putting the playlists on mixtapes with hand-written track listings and drops from Spike Lee. Radio Raheem would be proud.
Premium packages were sent to celebrity gamers, DJs and NBA players - with fans competing to win their own boombox. The online demand showed the power of offering a tangible collector’s item in today’s digital world.
I tapped into my young journalism days and interviewed the three DJs who provided the game’s soundtrack. We spoke about the relationship between hip hop & basketball and then hit the club.
I had the honor of developing and scoring this 10-part video series with legendary MMA trainer, Firas Zahabi, from Montreal’s Tristar Gym. An exceptionally wise sensei and strategic philosopher, Firas has groomed UFC Hall of Famer, Georges St-Pierre, as well as dozens of world-class fighters over the years. Check out the whole series below, sponsored by NOS Energy Drink.
To launch the Here I Am video, the homie Mikey Flocka from FRANK151 helped us create the world’s first music video that you can feel for real. It’s a limited edition book that puts an analog spin on something inherently digital.
See the vision, read the lyrics and imagine how it sounds. If you got one in the mail, feel privileged. If not, contact us and we’ll sort you out. Either way, experience the digital version HERE