Blackstreet

Blackstreet is a Grammy award winning US R&B group. In April 2015, Blackstreet are heading to Australia for a series of live shows in Sydney, Melbourne, Brisbane, Cairns and Perth.

The Challenge

Create a PR and social media campaign to generate mass consumer awareness of their Australian tour, and ensure that their tour is a sell out.

Insight & Approach

‘’No Diggity’’ propelled Blackstreet into the mainstream and world-wide stardom and features the smooth vocal stylings of the quartet amongst the street cred rhymes of Queen Pen and the legendary Dr Dre.

In anticipation of their upcoming Australian tour in April, Blackstreet are offering local MC’s the opportunity to step up to the plate and fill the shoes of Dr Dre live on stage. MC’s will be given the opportunity to submit their 30 second video demo of Dr Dre’s verse on the track. Blackstreet will select three finalists in each city with one eventual winner chosen, through social media, in Melbourne, Brisbane and Sydney. That winner will then have the opportunity to perform the track live on stage with Blackstreet.

Results

Radio airplay and interviews with co-founder Chauncey Black across all FM radio stains nationally.

Over 30 newspaper and trade press interviews with co-founder Chauncey Black

In excess of 100 video submissions for the search for Australia’s Dr Dre

Sell out concerts in Sydney, Melbourne, Brisbane, Cairns and Perth

100+
Video entries in the Search for Australia's Dr Dre.