Meek Mill’s 5th studio album Expensive Pain, his first since his 2018 Championships, explores the limits of material success, but it also aims to celebrate achievement. The album’s campaign needed to showcase all that the project represents to Meek, his fans, and his city (Philadelphia).

Rocnation amplified Meek Mill’s album release and the work of Nina

Chanel Abney using MilkMoney’s outdoor advertising marketplace to

secure boats, billboards, murals and transit placements across the United

States.

With over 51.3 million media impressions and 169.9 million earned

impressions, the campaign had a huge impact and was shared on press

and social media. The outdoor advertising secured through MilkMoney

was extremely effective in Meek Mill’s Expensive Pain going on to earn

95,000 album-equivalent units in its first week and a total of 110.53 million

on-demand streams. The album also debuted at number 3 on the

Billboard 200 chart.

From a press perspective, the focus was on procuring quality media opportunities over quantity for Meek to share this story in a controlled and nuanced manner. Unlike his last album – which had a criminal justice reform theme – we wanted to shine a light on Meek’s newfound interest in art, mental health, self-improvement, etc. and emphasize different messaging for this album narrative. Beyond the interview strategy, we also secured reviews that assessed and analyzed the vulnerability of several of Meek’s lyrics.

Nina Chanel Abney’s life-size monoprints boldly give voice to the artist’s social

consciousness. Unified through her signature visual language of symbols and

stylized figures, her prints draw both subject and message from current events

and society. In her words, “As I am creating a piece, everything that is happening in

the moment may find its way in the work.” With their alluring color palette, Abney’s

monoprints beckon the viewer closer, only to find themselves confronted with

messages that can leave them unnerved. From the pernicious effects of housing

discrimination to the racist rhetoric found in today’s politics, Abney’s prints invite

the viewer to participate in timely conversation.

With over 51.3 million media impressions and 169.9 million earned

impressions, the campaign had a huge impact and was shared on press

and social media. The outdoor advertising secured through MilkMoney

was extremely effective in Meek Mill’s Expensive Pain going on to earn

95,000 album-equivalent units in its first week and a total of 110.53 million

on-demand streams. The album also debuted at number 3 on the

Billboard 200 chart.