Onyx: Back on the Map
The 2014 Press Run · Publicity
The Moment
On July 27, 2014, Onyx took the stage at Central Park SummerStage for the Rock Steady Crew’s 37th Anniversary. They shared the bill with Slick Rick, Das EFX, M.O.P. and Keith Murray, performing for a free crowd in the city that raised them.
The Challenge
Onyx had spent the year touring 30 countries behind their album #WakeDaFucUp. Their global fanbase was strong, but it had been years since they’d done a real media run in the US. Fredro Starr and Sticky Fingaz were ready to return to American press and wanted the conversation to be about who Onyx was now: the new music and the world tour, not just the classics.
The Run
Gold Club PR worked directly with Fredro and Sticky to launch the press run right after Central Park, while the show was still fresh. The run put Onyx on the platforms where New York hip-hop gets talked about: The Breakfast Club on Power 105.1, Sway in the Morning on Shade 45, Ebro in the Morning on Hot 97, DJ Kay Slay on Shade 45, and The Source.
The Moment Everyone Saw
Onyx’s Throwback Thursday sit-down on The Breakfast Club became the interview of the summer. Charlamagne pressed, Fredro pushed back, and three words entered pop culture: “Do your googles.”
The Results
5 national platforms in one run
The Breakfast Club interview was covered by XXL, Complex, The Village Voice, FACT and HotNewHipHop
The interview sparked a follow-up episode when Keith Murray came on the show to respond
“Do your googles” is still part of the culture today
One show, one press run, and Onyx was back in the American conversation.
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