Bumpboxx X Death Row Records

Death Row approached us to do several collaborations. The initial offering was the first of two limited release projects followed up shortly by a 30th Anniversary unit released in late 2021.

I found that working with some of the music industries most iconic brands presented some of the most rewarding challenges. This challenge was telling the story of Death Row Records without relying on some of the big name artists that were formerly on the roster. Even though some of the supplied art was posters and album cover we didn’t want to include some artists and not others (Dr Dre & Tupac Shukar). That approach would feel incomplete so we had to dig deeper.

The initial concept that we proposed was intrinsic to West Coast Hip Hop at the time. A look that could be owned by the brand in the 90’s. It included a custom gold chain with pendant, police line up elements and some strategically placed blood spatter. Through rounds of revisions we found that Death Row envisioned a product that was more about where they are as a brand now and less about the look of a specific point in time. Their logo/ brand has become synonymous with the pinnacle of success by “any means necessary” and they wanted to celebrate that. They wanted the logo BIG and BOLD! The more in your face the better. A take no prisoners approach if you will. Any and all other design elements were subtle yet gritty due to placement or scale. Even at a distance you know it’s a Death Row Bumpboxx. As with all the partnerships, brands are always interested in how Bumpboxx could up sell their customers with additional limited release products to add the the capsule collection. We added a retro pager with the Death Row logo on the front and custom packaging for both products.

Promotions were handled by both partners. We created the social and video promotion and Death Row pushed it through their social channels and had some of the their all start artists and celebrities promote the products as well. The limited release Death Row Bumpboxx sold out and now can be found on Ebay for upwards of $1,000.

Creative Team

Creative Director
Appolllo Bey

Art Director
Appolllo Bey

Designer
Appolllo Bey