Blackground Records

Blackground Records

An international campaign relaunching the label behind Aaliyah, Timbaland, and other 00s legends.

The Story

In 1993, Blackground Records was launched – launching the careers of legendary R&B artists Aaliyah, Timbaland, JoJo, Tank, and more. In 2021, Empire reached out to Offline Projects to relaunch Blackground Records 2.0 – a high profile campaign that spanned a full e-comm site, teaser animations, and billboards.

Teaser

To launch, we released a cryptic teaser video as an homage to Tower Records with all the album releases as posters across a storefront.

Digital Experience

Next, we created an interactive website, revealing the storefront as the hub to a full ecommerce site. Visitors could buy both physicals and merch of the entire discography with a custom marketplace built on Shopify.

Expanding into the Real World

Then we launched an out-of-home campaign across the US and EU, taking over major cities with design direction that we oversaw.

Awards

CLIO Music Awards '22:
Bronze – Design
Bronze – Integrated Marketing