Youtube:
hip hop 50th anniversary
Back in the day before blogs and burned CDs Hip Hop was underground. YouTube Partnered with Creative Theory Agency to celebrates the genre’s global impact and history of unparalleled influence across every face of life from fashion and language to politics and the Pulitzer.
YOUTUBE
HIP HOP 50th
STRATEGY
COPYWRITING
PRODUCTION
PROJECT MANAGEMENT
LEGAL & LICENSING
A cultural milestone deserves a thoughtful approach. Created in partnership with YouTube, “the 50 Deep” campaign is a cinematic celebration of the artists, creators, and moments that shaped one of the most influential music of the last half-century.
The project brought together more than 150 licensed clips—from emerging creators to global icons—woven into a cohesive tribute that honors both legacy and evolution. The film struck a chord with hip hop’s core audience, gaining organic traction and surpassing 2 million streams on YouTube.
THE RESULTSThe project struck a cultural nerve, earning widespread organic engagement with over 2M+ streams on YouTube, 150K views on Instagram, and 450K views on Twitter.
PROJECT TEAM 🤝
Client:
Agency: Creative Theory
Head of Production: Trivell Miller
Creative Director: Rachael Hardy
Creative Project Manager: Camille Dykes
Editor: Trevor Wentt
Composer & Engineer: Taeetheproducer
Producer: Danielle Burgess
Producer: Fhay Arceo
Art Direction + Design: Brandon Graham
Lead Copywriter: Afika Nxumalo
Copywriter: Lauren Chanel Allen
Creative Strategist: Toni Wilmot
Animation: MOJOVideo Licensing: Birdie Mgmt
PROJECT AWARDS 🏆
Webby Awards: 2024 People’s Choice – Music (Branded)
Communicator Awards: 2024 Branded Content – Social
Communicator Awards: 2024 Branded Content – Diversity, Equity & Inclusion