2017 has been an absolute hit for hip-hop music. With Migos starting the year off with their hit album Culture to Jay-Z’s latest 4:44, there’s no doubt that we’ve truly been blessed. For the most part, album releases have been pretty standard. A common marketing trick to an album release makes sure that the album is hyped up enough beforehand to maximize sales right out of the gate. We’ve seen this with Drake’s More Life, which had the launch dates continuously pushed back which left fans waiting with anticipation. Or even Kendrick Lamar’s Damn, which already had a massive amount of hype behind it. This build up of hype definitely relies on the artist, but I find that this front heavy marketing technique is missing something: continuity. There’s only been one album this year for me that had one of the best post launch campaigns I’ve seen to date…Pretty Girls Like Trap Music by 2 Chainz.
The build up of hype for this existed, but not to the same extent as other popular hip-hop albums this year. What I found significant about this was the post-launch strategy that brought the album concept to life. With the focal point of the album art being a Pink trap house (for those who don’t know, a trap house is essentially a house used for the creation of various drugs-don’t do drugs), he recreated it into a pop up in Atlanta that could be used for various means. Posting on Instagram and Snapchat, he lured the folk of Atlanta to come and check out the album recreation. The Pink trap house instantly became one of the hottest tourist locations in Atlanta.But what was it used for? Definitely not for the production of drugs that’s for sure. Originally the Pink trap house was used as a promotional piece for 2 Chainz’ latest album, but it served several beneficial functions as well. From an art gallery, to holding a church service, to teaming up with the Fulton County Board of Health for free HIV testing, the trap house went beyond selling a product. It brought a community together through music and a killer marketing strategy.
This is a fantastic way to bring an idea to life with music. Pop-ups are definitely a huge trend right now, and 2 Chainz did it right. The Pink trap house was a brilliant concept to not only promote his album (which has tons of bangers on it btw), but to increase the longevity and relevance of it post-launch. While yes, Drake, Kendrick, and Jay-Z all released albums this year, I’ll remember 2 Chainz’ the most because it was marketed with functionality in mind.
Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. As an alumni of both the University of Ottawa and Humber College, Malick specializes in communications, advertising, and marketing. Currently, Malick works at an advertising agency in downtown Toronto and is looking forward to how he can further leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.