Successfully Collaborating To Make Major Hip-Hop Waves In the Southern California Sun

Real Street is a brand new hip-hop festival our team at SGE produced in partnership with Honda Center in Anaheim and LA radio station Real 92.3 FM (iHeart Media). The 2-day festival featured a-list talent including Cardi B, Migos, Future and A$AP Rocky in his first performance since being released from his high-profile jailing in Sweden. To add authenticity to the brand, we worked with our friends at BTB MGMT to commission renowned street artist Aaron Kai to create key artwork for the festival and curate its street art component.

Aaron was a total professional and an absolute joy to collaborate with. He created a “wavy” Real Street logo based on my original design, and incorporated “easter egg” elements from hip-hop culture into his trademark wave design. With the delivered art assets, we were able to create strong digital and print collateral for the duration of the marketing campaign, as well as a rich, unified brand presence at the festival. Aaron Kai’s distinct “wave” style and use of vibrant color served as a strong visual foundation for our team to build a truly unique identity for the festival, stamping it’s mark on the crowded Southern California festival scene.

Client: iHeart Media, Honda Center
Date: 2019
Services: Creative Direction
Web Design + Development
Digital + Print Design
Festival Design
Additional Creative Team: Lonie Fink – Development
Nader Vaziri – Designer
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With the delivered art assets, we created a strong digital & print marketing campaign, as well as a unified onsite brand presence in every aspect of the festival.

Real Street Website - Desktop
Real Street Website - Mobile

Through collaboration with Aaron Kai we created an authentic, rich brand identity that helped Real Street attract nearly 40,000 hip-hop fans in its inaugural year.