Rap Your Gift is JBL's attempt to reduce paper waste around the globe. We tasked upcoming rappers to rap about a better environment without wrapping paper, which represents 4 billion trees being culled every year. They created exclusive tunes for the people we normally gift, moms, friends, partners, etc. People had the option to choose any rap or even create their own for free, eliminating the need for paper and contributing to the greater good of eco-conservation around a topic not highlighted enough in today’s world.

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JBL believes in the power of music and audio to influence culture, overcome environmental and social issues and create positive change. The brand’s purpose is to make people stand up and listen to what’s going on around them. Be it in an individualistic manner. Or even in a larger societal and environmental manner. The brand’s line of ‘Dare to Listen’ is a testament to the promise. And potential of what an audio brand can stand for. We wanted an idea that brings this belief to life while helping to shape a better world.

The project's page immediately garnered a lot of attention and became a talking point. It was picked up on publications and trade journals world over. Without spending a penny on media, in less than 10 days we've seen a gain of around $32M in earned media. More than 60,000 raps were gifted, saving around 2 tons of paper. Brand engagement has always increased 42% in this period.

The amount of raps gifted increases every day, so you can go and check the counter ‘real time’ for the numbers of raps gifted and the equivalent number of trees we’ve saved in the process.

Music is the language of the world. It cuts across demographics and psychographics. For Rap Your Gift, the raps are composed by young and upcoming rappers. We briefed them to come up with customised raps for dads, moms, partners, friends, etc. Each rap had a unique beat and tune specific to the rappers. We have started with 7 artists but hope to add in a few more to give the idea scale and depth in the coming months.