Prior to becoming the Marketing Director at Makaveli Branded Clothing (the official Tupac clothing line), Rick Edwards put in a lot of time and effort, building upon his previous experiences while always keeping his eyes open for new opportunities. ALMG and Rick recently got together, and we asked Rick for his opinions on what it takes to build an effective marketing plan, as well as about what has changed the most since he started his career in 1996.
What makes for a great marketing campaign?
Marketing campaigns that are creative, original, and have the ability to create a lasting impression are usually the great campaigns. Great marketing campaigns are memorable.
Are there any recent campaigns that stood out to you, and why?
Jay Z’s recent album push stands out because of the amount of buzz it created, the Monday Night Football video debut, and just the simple fact that everyone was talking about it. I think this campaign separated Jay Z from being your traditional Hip Hop artist. The campaign was reflective of Jay’s elevated executive status.
Do you remember any recent online advertisements or promotions? Why or why not?
The entire Hip Hop is Dead Campaign. I remember it because it enticed a lot of publicity. There would be the banners on the prominent Hip Hop websites and also different news stories on these same sites regarding other people’s reaction to the whole theory that Hip Hop is Dead.
Tell us a little about your background. What path did you take to get where you are today?
I started in this industry in 1996 as a model/regional street team marketing rep while in college. I then progressed into Special Events and Party promotions. I graduated from college in 2000, moved to NYC and got a position in the Marketing/Music department at ESCO. In 2003, I was a part of the team that started MAKAVELI BRANDED, the official clothing line of Tupac Shakur.
Beyond that, I manage two artists Roccett and Romey, we have our own independent labels, Get Rich Records, Green Up Entertainment, a Multi Media company: Hustle Enterprises, a lifestyle website: www.thaevents.com and a Production Company THE STUDIO BEATZ. The path I took has always been to hustle, grind, and work my way into situations. The great thing about Hip Hop is it allows many opportunities for entrepreneurship and independent success.
What has made you most effective in your marketing career?
My hustle. I have always been willing to put the time, effort, and commitment in my work. I also have a great amount of passion and love for the Hip Hop culture. I also keep a close eye to the streets and an understanding of the shifts and changes in trends at a grass root level.
What has changed most since you started your career in marketing? What do you like most about your work today?
There have been many changes since I started my career. I would have to say the biggest change has been the power of technology and the internet. The internet has provided an outlet to the entire world and provided access to billions of people. I really enjoy the creative aspect of my job. I love the challenge of being innovative and figuring out new ways to effectively market a product or service.
Rick Edwards
VP/Director of Marketing
Makaveli Branded
WWW.MAKAVELI-BRANDED.COM
WWW.MYSPACE.COM/MAKAVELIBRANDEDCLOTHING