THE ASK
Continue to generate sales for Rizzoli’s 3 Hip Hop Titles beyond Hip Hop 50
THE PEOPLE
The Hip-Hop Obsessed
Uncompromising, Passionate, Hard-wired
From every lyric to every sample flip, these people know their Hip Hop inside and out. Hip Hop’s monolith of styles and creative geniuses has allowed our audience to form their version of Hip Hop obsession.
THE ACTION
Get the Hip-Hop Obsessed to see Rizzoli’s Hip Hop coffee table books as a necessary accessory
Activation I
Hip Hop, Meet Quiet Luxury
Hip Hop is about showing what you have, Rizzoli is about knowing what you have
We are bringing loud, flashy Hip-Hop style to the quiet luxury of Rizzoli.
We are starting this campaign by taking these books to where Rizzoli performs best, with a twist. These are the elevated spaces where Rizzoli resides and the Hip-Hop Obsessed aspires to be. They’re entrenched in the NYC culture and frequented by rappers, DJs, and icons alike.
IN REAL-LIFE
Hotels
Social Clubs
Homes
DIGITAL
GQ: Can’t Live Without
YouTube: Tiny Desk
Magazine/NYT Gift Guide
TV Shows Product Placement
ACTION II
Rizzoli, Meet the neighborhood
Where brilliance can be found in anything and creativity flows from everywhere. We are expressive and unique. And we are excited to have you.
We are taking the hand-crafted, elegant Rizzoli and intentionally placing these books in the center of everything for our audience.
Whether they’re getting lined up at their local barber or visiting their favorite consignment store, Rizzoli will not be missed.
IN REAL-LIFE
Barber Shops
Fashion Boutiques
Record Stores
DIGITAL
Podcasts: Ebro & Drink Champs
Tik tok: Take a Seat, Rap on a Beat
Music Streaming: Hip Hop Playlist
