Def Jam Rapstar
Global Marketing & Product Launch
Project Background
Def Jam Rapstar was billed as *“the most social music game yet”*—a first-of-its-kind collaboration between Def Jam Recordings, the label that defined hip-hop, and 4mm Games, founded by key members behind *Grand Theft Auto.*
We stepped in as Global Marketing & Platform Lead, taking over the initiative midstream and rebuilding the digital infrastructure for a synchronized international launch. Our team managed marketing and development across five regions—U.S., U.K., Italy, Germany, and Spanish-speaking markets—while integrating Def Jam’s artist roster and authentic hip-hop culture into the game’s digital presence.
It wasn’t just a website; it was the coordination point for a global entertainment launch where music, gaming, and culture converged.
Highlights
• Led global marketing and digital platform strategy across five simultaneous country launches
• Architected localization infrastructure supporting five languages and region-specific content
• Integrated Def Jam’s artist catalog and brand storytelling into the gaming platform
• Delivered unified creative and technical execution across music, gaming, and retail channels
• Managed coordination between international teams, developers, and label marketing divisions