Lil Uzi - Pink Tape Rollout

/// To launch Lil Uzi Vert’s The Pink Tape, BlackFlag partnered with Atlantic Records and Roc Nation teams to create an interactive scavenger hunt that pushed the boundaries of traditional album marketing. By blending music, art, and innovative fan engagement, we delivered a release experience as unique as Uzi is.

Client

Lil Uzi

Category

Go To Market

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Concept

Concept

Concept

/// The goal was to engage Uzi’s dedicated fanbase, amplify excitement around the album release, and drive deeper connections through creative, interactive experiences that stood out from conventional marketing efforts.

Approach

Approach

Approach

/// We partnered with Legendary Brick to design a limited-edition collectible lego figure, which we integrated into a ten-campus scavenger hunt through Uzi’s Discord, engaging fans and awarding VIP concert tickets.

We produced replicas of Uzi’s iconic pink diamond gem and launched a one-of-one gem giveaway tied to streaming activity, boosting engagement on Spotify. Additionally, we worked with artist Tyler Thrasher to create a color-changing vinyl.

To drive sales, we launched trading card bundles during a flash sale in over ninety stores, followed by a “Stream The Pink Tape to Win” campaign that reintroduced the collectibles and encouraged millions of streams. Lastly, we developed a three-level video game with Nemzaki, integrating music streaming for a unique fan experience.

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Results

Results

Results

/// The Pink Tape campaign delivered a groundbreaking fan experience and strong results. Uzi’s Discord community grew by over 5,000 active members, creating long-term engagement. The replica forehead gem generated over 2 million social impressions, while the limited trading card bundles drove significant in-store sales, selling over 1,000 units with high resale demand.

The “Stream The Pink Tape to Win” initiative added 7.6 million streams within weeks, with the top 10 listeners contributing 72,000 streams alone. BlackFlag’s collaboration with Tyler Thrasher on the color-changing vinyl established a new standard for collectible innovation, and the interactive video game offered fans a first-of-its-kind way to engage with the album.

“Partnering with BlackFlag was a decision I would make over and over again and was exactly what we needed to make our campaign sing. They came to our initial meeting having done a deep dive not only on our artists brand but also of the label overall, which most partners usually overlook when coming up with campaign ideas. They provided an original approach that was tailored uniquely to our artist that couldn't have been replicated by anyone else since it was intrinsically linked to them as an individual and as a brand. The BlackFlag team was always incredibly responsive, collaborative across the multiple departments who were stakeholders in the project, and never afraid to push boundaries and challenge our thinking. If you're looking to create one of a kind moments that will leave a lasting impression on your consumer, BlackFlag is the one to go to.”

“Partnering with BlackFlag was a decision I would make over and over again and was exactly what we needed to make our campaign sing. They came to our initial meeting having done a deep dive not only on our artists brand but also of the label overall, which most partners usually overlook when coming up with campaign ideas. They provided an original approach that was tailored uniquely to our artist that couldn't have been replicated by anyone else since it was intrinsically linked to them as an individual and as a brand. The BlackFlag team was always incredibly responsive, collaborative across the multiple departments who were stakeholders in the project, and never afraid to push boundaries and challenge our thinking. If you're looking to create one of a kind moments that will leave a lasting impression on your consumer, BlackFlag is the one to go to.”

Willie Breslau

///Sr. Director Strategic Partnerships, Atlantic Records

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