Def Jam 35 Activation at ComplexCon 2019

Experiential production coordinator and art director for Def Jam at ComplexCon activation.

Ride or Cry collaborated with Universal Music Group at ComplexCon to celebrate 35 years of Def Jam's artists including Eminem, Mary J. Blige, Dr. Dre, Snoop Dogg and more by designing and installing 'wild posting' style ads around the entire floor of the Long Beach Convention Center. This street art styled installation promoted playlists and albums using QR codes for fans to interact with at the convention. To stay true to the gritty style of 90’s New York street marketing, Ride or Cry enlisted MSK, one of LA’s most renowned graffitti crews, to tag several of the walls with ads.