Creative Direction / Digital / Branding
- Design and Digital: Seriously Fun
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 full e-comm site, teaser animations, and billboards.
To launch, we released a cryptic teaser video as an homage to Tower Records with all the album releases as posters across a storefront.
Next, we created an interactive website, revealing the storefront as the hub to a full ecommerce site: Blackgroundrecords.net. Visitors could buy both physicals and merch of the entire discography with a custom marketplace built on Shopify.
Then we launched an out-of-home campaign across the US and EU, taking over major cities with design direction we oversaw.