A Classic Album Remixed with Modern Marketing

Illmatic is the debut album of American rapper Nas, released on April 19, 1994, by Columbia Records. Since its initial reception, Illmatic has been recognized by writers and music critics as a landmark album in East Coast hip hop. Its influence on subsequent hip hop artists has been attributed to the album’s production and Nas’s lyricism. Now, fans can celebrate the release of Illmatic XX, the 20th anniversary edition of Nas’ album, by uploading their own “selfies,” creating their own Illmatic XX cover art. The original cover art is considered iconic by many hip hop fans.

If that wasn’t enough reason to participate in the “Illmatic Experience,” participants could win tickets to a Nas concert or one of many autographed memorabilia for creating their own cover! After your cover is created, share it with your friends on Twitter or Facebook or look at everyone else’s cover before you. There is also an on-site music player that allows the participant to listen to a few tracks from the album.

Why It’s HOT:

Many classic albums have been re-released, especially upon their 10, 20, and 25 year anniversaries, but many of their marketing efforts fall short of spectacular. The marketers of this album refused to rely on the reputation of Nas and his classic debut album. They learned that the album cover was an iconic and easily identifiable image in the minds of all rap/hip hop fans. This was a simple and fun way for fans to feel like part of American music history while creating a fun user experience that motivated them to share that experience with their friends.