Turning a music icon into a business mogul

At the top of the year, DKC was tapped by legendary rapper, Snoop Dogg as his agency of record to elevate his brand amongst Corporate America and business media. In order to implement a cohesive strategy that aligned with the core goal of highlighting Snoop Dogg’s entrepreneurship across a variety of industries while maintaining momentum within the entertainment landscape, DKC worked with various teams, partners, and organizations including Def Jam Records, 19 Crimes and Bic Lighters to bring his vision to life in less than a year. As a result of DKC’s efforts, Snoop Dogg has seen high level profiles such as New York Times Corner Office, as well as placements in Forbes, W Magazine, Deadline Hollywood among others to date.

Airbnb and Big Boi Partner to bring “The Dungeon” back

In celebration of Black Music Month, Airbnb teamed up with six-time Grammy winner and rapper Big Boi to become an Airbnb host. Fans got a chance to experience a piece of music history by booking an overnight stay at the iconic Dungeon Family House, named after the studio where Outkast recorded their groundbreaking album, Southernplayalisticadillacmuzik.

DKC worked closely with Airbnb to ensure a strategic approach was taken with media outreach. To maximize coverage, the DKCulture team secured several strategic media opportunities for Big Boi with outlets such as Associated Press, Billboard, CNN and TMZ to create a momentum and buzz for the initiative.

To date, over 732 pieces of global coverage have been secured with 100% positive / neutral sentiment. Media coverage included USA Today, Essence, Atlanta Journal Const, XXL, 11Alive, Black Enterprise and Hypebeast to name a few.

National Geographic Tackles Race in America

National Geographic’s June and July 2021 issues featured a number of stories that focused on the issue of race in America as well as highlighted climate injustice, with a primary focus on Black America. DKC created a strategic PR and social media strategy around five feature stories utilizing several Nat Geo writers and spokespeople and highlighting Nat Geo’s ‘Race in America” hub.

The DKC campaigns focused on a broad cross-section of media, with intentional outreach to publications that reached multicultural audiences through print, broadcast and online channels. In addition, DKCulture worked with Nat Geo to select a diverse group of social media influencers for a robust program that brought an authentic voice to the campaign.

The PR and social media influencer campaigns ran in tandem and achieved over 635 Million impressions with 55 media placements secured. Media coverage included CNN, Black News Channel, Bloomberg Quicktake, Black in America, Blavity, ABC’s Here and Now and NBC’s Morning News Now. Our social influencer campaign, promoting the “Race in America” hub garnered over 478.1K impressions, 22.8K engagements with a reach of 366.5K and over 500 link clicks to the Race in America hub.