WORD UP! MAGAZINE + THE NOTORIOUS B.I.G.

The iconic Word Up! Magazine, reimagined to pay homage to The Notorious B.I.G. and his impact on hip-hop and its 50-year history. Created in collaboration with The Notorious B.I.G. Estate, the limited edition run of the magazine tells B.I.G.’s story through first-hand accounts from his family and friends, detailing how Christopher Wallace started from humble beginnings and earned his way to become the rap legend known as the King of New York. The magazine begins with a letter from its original Editor in Chief, Gerrie Summers, showing the impact Biggie had on Word Up! as well are her own career. In addition, the magazine includes letters from industry heavy weights like Marc Pitts, Angie Martinez, and Elliott Wilson among others who speak to his lasting impact on the genre.

To ensure that physical magazines made their way into the hands of true fans, culturally relevant locations in New York City, Philadelphia, Chicago, Detroit, Atlanta, and Los Angeles ranging from streetwear boutiques to cultural institutions were selected and received 5,000 copies of the limited-edition print. To celebrate B.I.G.’s legacy and the launch of the magazine, an invite-only event was held at Extra Butter in NYC where contributors like Angie Martinez, Elliott Wilson, C.J. Wallace (Biggie’s son) and Gerrie Summers attended along with members of the Notorious B.I.G. estate and other cultural VIPs with music by renowned producer and DJ Statik Selektah and photos by celebrity photographer Johnny Nunez. The venue’s façade was updated to mimic a classic NYC magazine shop highlighting the magazine’s cover upon entry and exit. Inside, framed artwork and article excerpts were displayed to create a gallery atmosphere while guests enjoyed 3-hours of Biggie tracks, hors d’oeuvres, and Budweiser. Outside of NYC, similar events took place in Atlanta at the Trap Music Museum and The Gathering Spot.

Agency Partners: Cashmere Agency, Doubleday & Cartwright, The Bait Shoppe