Proud Galleries last year began hosting Hip Hop Immortals Volume One at its Proud Camden Moss venue in London. The exhibition is a photographic collection of 100 hip hop artists, such as Biggie Smalls, L'il Kim and Eminem, compiled by Immortal Brands, a New York-based group, which also produced a book of the exhibition.
Idea Generation has a longstanding relationship with Proud, and was engaged to promote the launch. At launch, by coincidence, hip hop was generating a great deal of negative coverage due to its perceived association with gun culture.
To achieve maximum national media exposure for the opening of the Hip Hop Immortals exhibition and book launch. To promote Proud Galleries and Immortal Brands.
Strategy and Plan
Idea Generation targeted every journalist who had written something negative about hip hop, inviting them to the exhibition. Press releases were emailed to its usual contacts, followed by a phone call.
Targets included national newspapers and supplements, consumer lifestyle magazines and music titles, photography, arts and design trade publications and national and London radio and TV news, as well as chat shows.
The stories it was offering were divided into categories: since the genre is often derided as misogynistic, the presence of female artists and photographers was flagged up; the team also contrasted the US and UK artists featured, and it tied the exhibition in to the movie 8 Mile, starring Eminem.
The PR team also negotiated promotion of the exhibition on MTV and MTV Base in the build-up to the launch. The theme of the merging of black and white hip hop culture over three decades was seen as important for radio, which would not have the benefit of the exhibition's striking images and needed a strong aural hook.
Measurement and Evaluation
Coverage appeared across broadsheets and tabloids, led by a six-page feature in the Mail on Sunday's Night & Day supplement, a front cover feature in The Herald, a five-day picture slot in The Independent, and additional pieces in The Times, the Daily Telegraph, The Sun, the Daily Star, Metro, the Daily Mirror and the Daily Express.
Magazine coverage included a four-page feature in the February issue of Glamour and pieces in Vogue, Vanity Fair, Arena, Maxim, GQ, Harpers & Queen, Sleazenation, I-D, Dazed & Confused, Pride, Mojo, Q and Hello!
Broadcast coverage included competitions on Jo Whiley's Radio 1 show and Channel 4's Popworld, in addition to BBC 1Xtra, BBC Radio 5 Live,BBC 6 Music, BBC London, Newsround, CNN and MTV.
Opened on 17 January, the exhibition has been extended until 13 March.
Proud Galleries said it has been attended by three times the normal number of visitors for an exhibition.