Death Row Records celebrated its 30th anniversary in 2021 by launching a cohesive marketing campaign built on new creative technology, unique content offerings and partnerships. The Death Row catalogue includes: All Eyez On Me by 2Pac; The Chronic by Dr. Dre; Doggystyle and Doggfather by Snoop Dogg; Necessary Roughness by Lady of Rage; Dogg Food by Tha Dogg Pound; Above the Rim soundtrack; and more.

Technology/unique content offerings

New logo and design aesthetic for 30th anniversary:

• Designed by Tension Division

• Black and gold colours to celebrate 30 years

D2C store launch on official label website:

• Complete re-brand of website with new logo and design

• Vinyl, cassettes and CDs

• Exclusive merchandise drops

Death Row Experience Museum

• The virtual experience was created by Flux88 Studios in partnership with TillaVision (digital designer and renowned crypto artist)

• The exhibit is the story of the label’s rise plus their legendary artists and albums, including 30 Easter eggs to celebrate 30 years of history and NFTs

• Throughout the year more areas have been added with new content and easter eggs including a building called All About You which has photos and videos fans have uploaded to commemorate the anniversary of their favourite Death Row artists Above the Rim Digital Soundtrack Deluxe Edition + Hoops game 

• 21-track Above the Rim Digital Deluxe with three songs previously only available on the cassette version

• Inspired by the film, the label launched the digital Hoops game with a ’90s retro look and built-in MP3 player featuring classic songs. Players can unlock a limited-edition NFT

• SLAM co-branded limited-edition merchandise available

NFTs

• Strategy to offer unique NFTs for fans with multiple platforms

• Fanaply – new NFT each week, all have sold out

• Super Rare – one-of-one Death Row 2091 NFT

• Bitski – open edition offerings

• crytpo.com – featured drop

Partnerships

• Tower Records co-branded T-shirt with proceeds going to Musicares

• SLAM co-branded limited-edition merch

• Fatburger XXXL campaign with limitededition merch Grammy Museum charity component

• Blackwing pencil set and notebook

• Jeff Hamilton 30th anniversary limitededition jacket

• Beatsource/Jetpack DJ backpack

A year-long campaign was created, avoiding collapsing into pure nostalgia by moving into areas like NFTs. Existing fans were catered for with reissues and a virtual museum and potential new fans were drawn in using streaming, social media and basketball. We leveraged partnerships with a variety of companies (from burger chains to pencil manufacturers) while the label navigated the controversies of its past and focused on creating a new relevance for the future.