Since 2021, Pixel has been engaging in conversations around image equity and representation, focusing on the historic technological and media bias on underrepresented groups. With the Pixel camera’s Real Tone technology, which more accurately highlights nuances of diverse skin tones, we were able to deliver unique stories and perspectives for those who have been historically marginalized. In 2022, Pixel was awarded a Grand Prix Lion for its work in this space.

In the summer of 2023, Pixel set out to celebrate the innovation, spirit and heart of black artists had brought to the Hip Hop genre for its 50th anniversary. As we considered the history and the role Pixel could play, there was a glaring lack of representation that stood out - historically the Hip Hop genre was male-dominated. So we set out to pass the mic and bridge together generations of Hip Hop fans.

Our idea was to take iconic album art from the male-dominated decades of rap, and invite female artists to reimagine these album covers and remix the chart-topping singles from these albums. Thus, Pixel RePresents was born.

First, we partnered with Mass Appeal (Hip Hip 50 IP owners) and YouTube Music to identify five talented young rappers to collaborate with. Then we worked with these female artists to have them bring forth classic male-rapper tracks that had a profound influence on their lives and that they’d be excited to remix.

We planned the release of each song the same as a record label would, culminating in a mixtape (dubbed “Pixtape) release, and supported with a massive amount of PR content. We envisioned an entire content universe to help tell new stories around beloved & nostalgic rap tracks, built primarily for social.

As we explored HH50’s rich history, we realized female artists are overshadowed by their male peers despite major contributions to the genre. Female rappers make up only 12.8% of all artists nominated for major music awards and only 2.3% of them actually win.

Building off the equity established by Real Tone, we set out to connect with our “switchables” audience by celebrating the music they love and continuing to champion marginalized communities.

Switchables are open to switching phones in the next 12 months. They’re young (51% Gen Z + Young Millennials) and ethnically diverse (122i non-white, YouGov). Moreover, 70% are music lovers with Hip Hop being the highest-ranking genre (121i, YouGov).

Pixel was uniquely positioned to parlay its support of underrepresented groups into doing something bold within its audiences’ music passion. Put simply, in a world of infinite things to listen to, Pixel can give people something totally fresh.

Working with Mass Appeal, we created and released five new tracks and a mixtape, supported by a host of fan-serving content that centered around the songs with a nucleus in social - album artwork, songs, and exclusive video made-for-platform that lasted 13 weeks from the end June until September 30th.

Beyond social, the content lived on EBONY.com, a custom print insert, digital banners and DOOH, custom audio spots and a bespoke Spotify experience (The Stage), a BET Awards sponsorship of “Best Female Hip Hop Artist”, revealing the winner via a Pixel Fold and launching a commemorative Pixel HH50 kit auctioned on live shopping platform NTWRK, with all proceeds benefiting the Universal Hip Hop Museum Foundation.

To cap it all off, Pixel had a presence at the HH50 Anniversary sold-out concert and livestream, including surprise performances by two RePresents artists rapping alongside legends like Snoop Dogg and Too Short.

With chart-topping tracks, millions of earned media impressions and a viral TikTok sound, RePresents was considered a tremendous success. Social assets also outperformed standard brand campaign assets, with YouTube and Snapchat initiatives saw consideration lift - up to 4.5 points higher than benchmark.

Through a custom panel, we also found that learning first-hand about Pixel’s commitment to Hip Hop culture roughly doubled the perceived brand fit with the celebration of HH50.

Other results include:

- Songs: #1 tracks on major streaming service playlists

- Press coverage from major music publications including: Complex, UPROXX, - -- The Source, Rap Up, Stereogum, Revolt, Vibe, All Hip Hop, Bossip

- NTWRK: Sold out of Hip Hop 50 exclusive product in 6 min

- BET Awards: TikTok sound from our BET Awards winner, Latto, used over 645K times

- Concert: 7.2B earned media impressions; 1.6M+ views