Los Angeles + New York
March 2023
De La Soul, the legendary hip-hop group formed in 1987 in Long Island, New York, made history on March 3, 2023 — the day their first six albums finally became available on all major streaming platforms. For decades, licensing disputes had kept their catalog off Spotify, Apple Music, and every other streaming service, making this release one of the most anticipated moments in hip-hop history.
To commemorate the occasion, Tommy Boy Records partnered with DASH TWO to execute a Wild Posting® campaign across key markets including New York and Los Angeles. Bold yellow posters with striking designs commanded attention on city streets, sparking excitement among longtime fans and introducing the group’s legacy to a new generation of listeners.
Wild Posting® was the perfect medium for this moment. De La Soul built their career on authenticity, community, and street-level culture — the same values that make Wild Posting® resonate. Plastering oversized posters across the neighborhoods where hip-hop culture lives and breathes created an announcement that felt genuine rather than corporate.
The campaign generated significant organic buzz, with fans photographing and sharing the installations across social media in the days leading up to and following the streaming release. In a crowded digital landscape, the physical presence of Wild Posting® cut through the noise and gave this landmark cultural moment the street-level visibility it deserved.
Planning a campaign around a major release or cultural moment? Contact DASH TWO to discuss how Wild Posting® can amplify your launch.
