Marketing, Project Management

Run The Jewels – RTJ4

Project information

In the spring of 2020 legendary hip hop collective Run The Jewels released their critically acclaimed album, ‘RTJ4‘. The group, particularly rapper Killer Mike, emerged as the voice of the Black Lives Matter movement, following the tragic death of George Floyd earlier that year, resonating with audiences not only in the United States but also around the globe. With its profound lyrics addressing racism, hate, and war, ‘RTJ4‘ became a resounding success. 

As the world grappled with the aftermath of George Floyd’s tragic death, Run The Jewels seized the moment to use their music as a medium for social commentary. ‘RTJ4’ served as a powerful reflection of the injustices prevalent in society, giving a voice to the frustrations and grievances of marginalized communities. The album’s lyrics resonated deeply with listeners as they confronted themes of racism, hate, and war. Through their music, Run The Jewels harnessed the energy of the moment and channeled it into a call for justice, unity, and systemic change.

Within the group, Killer Mike emerged as a prominent figure, using his platform not only to speak out against systemic racism but also to promote unity and peaceful protest. His breathtaking speech during the Atlanta protests in June 2020 showcased his ability to inspire and mobilize people. Killer Mike’s call for an end to looting and his plea for citizens not to destroy their own communities resonated with audiences worldwide. His words of wisdom and empathy became a rallying cry for peaceful activism, reminding people of the importance of focusing on the common goal of social justice.

The Netherlands’ Connection to Run The Jewels: The Netherlands has long been a strong market for Run The Jewels, and the release of ‘RTJ4’ further solidified their popularity in the country. The album received widespread acclaim, earning five-star reviews from reputable Dutch publications such as Volkskrant, OOR, De Morgen, and Humo. The singles ‘ooh la la’ and ‘Ju$t‘ found support on alternative radio stations in the Benelux region, capturing the attention of music enthusiasts. The group’s powerful and socially relevant music resonated deeply with Dutch audiences, who appreciated their thought-provoking lyrics and captivating sound.

In addition to their musical accomplishments, Run The Jewels embarked on a unique collaboration with Utrecht-based beer brewery vandeStreek. Together, they created a special Indian Pale Ale named ‘No Save Point.’ This partnership bridged the gap between music and beer, further solidifying the group’s connection with their Dutch fanbase. The collaboration showcased the cross-pollination of artistic mediums and highlighted the power of collective creativity. The ‘No Save Point‘ IPA not only celebrated Run The Jewels’ musical legacy but also served as a symbol of unity and shared experiences.

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