Branded Entertainment is a fairly unexplored territory in the Scandinavian countries. However with the greater world as the market place, AIAIAI had to engage and entertain the target audience outside the traditional marketing media channels to be cost efficient.

All you had to do was download a simple smartphone app where you could rap over the original beat from the hip-hop classic, using a headset. When you had laid down your best rhymes, you uploaded it through the app directly to label owner Peanut Butter Wolf, who judged the competition. Fully integrated with SoundCloud, the participant’s own rap entries were featured on their profiles, and helped kick-start the competition.

The story quickly spread across hip-hop blogs as well as music, tech and lifestyle sites all over the world. People shared the competition and challenged each other. And thousands of rappers downloaded the app before Stones Throw released the winning record. In the end, we kick-started a music career, and put out the first vinyl record ever to be made through an app. A project without any media budget made hip-hop fans around the world talk about and connect with a small audio brand from Denmark. Best of all, the AIAIAI Stones Throw headset sold out during the campaign period.